Speech has allowed the communication of ideas, enabling human beings to work together to build the impossible.” – Stephen Hawking
It is one of my phrases nightstand. I keep it and remember it often since I heard for the first time in an unforgettable announcement BT (British Telecom). They were 80, Perhaps the years have gathered more creativity on our planet. The decade of the 80 It was also prolific in advertising creativity in Spain. Those were the days of Joaquín Lorente, Luis Casadevall, Toni Segarra, Garcia Vizcaino, designers like David Ruiz, Enric Aguilera…
[youtube]https://www.youtube.com/watch?v = vmYHBL2wFcA&feature=related[/youtube]
I do not know if it was professional deformation, but I remember well that the best of a movie on TV was the ad. First because they were good, and second block lasted for two or three minutes, not fifteen or twenty.
Advertising agencies, by then, They were well paid, allowing them to invest in good people and best, in good collaborators; producing, Photographers, filmmakers, fitters, stylists… all joined to create a unique product, as the announcement of BT and Stephen Hawking -work of Saatchi & Saatchi Advertising London-.
What is happening to us today? Why we all go to the bathroom or a walk or impulsively when they come to zap ads?
Well, 1. The ads are mediocre and 2. too.
mediocrity: I primarily attributable to two factors, on one hand the need to produce very short term results, which prevents bet marks vector image construction and long-term results become pure telesales. On the other hand, to get rebates agencies have to release necessarily of good creative an unstoppable process “juniorización”.
saturation. The legal framework governing advertising in Spain prevents, for example, it can issue a single integrated into a program announcement (that works, for example, and EEUU). Despite the intrusion of a solo ad without warning curtain, the truth is that the ad is seen almost 100% by audience, which it is far from happening in blocks 15 minutes from many Spanish channels. Spain has been condemned several times for violating the regulations regarding advertising time on TV. See the news IpMark.
One of the factors behind the improvement in the audience of TVE is undoubtedly the recent suppression advertising. The ratings have grown. Who is surprised? Who can withstand a 2h movie becomes a 3h session because of ads?.
At this point, we met with three types of “consumers” of advertisements on TV: the zapeador, the pasota and Hypnotized. The zapeador usually the one who has the reins of remote control, in many cases the dominant male. The zapeador automatically switches channels when the ad begins, and it represents a growing percentage approaches according to a study by Universia- to 35% hearing. The pasota is among the 65% remaining, and simply it has a passive consumption of advertising: He does other things, connecting to social networks, telephoning, talk to your spouse… The audímetros do not collect this activity, Hypnotized by supuesto.El is one who, whatever happens, It has its eyes to the TV and the same channel from it on until you turn it off.
Because a 49% issued advertisements in cinemas are remembered, more than double the TV? Because they are seen and because it usually long formats, more effective than short.
Of course, TV in terms we can conclude that an issuer is useless if there is a receiver. But having said that, What solution would be to enhance audience loyalty to ads and channels?
The logical answer would be 1. drastically reducing the duration of the commercials and 2. Improve the quality of ads
But since this is difficult to pass (The world has unsuccessfully reclaiming years) Consider non-logical responses, in lateral views:
Proposal 1: TV censorship recover. Let no one be alarmed, I do not mean censorship committees of Franco's television suppressed any hint of eroticism or opening of ideas. I mean a qualitative censorship, yet Committee laureates creative experts who mercilessly slaughter all ad that does not deserve to be issued. In this way dispondríamos block advertising would exceed that interrupt programs, would recover the advertising magic 80 and would avoid the madness unleashed zapping.
Proposal 2: Digitize and customize the advertising blocks. We do not have digital TV? So, Why the hell I have to see ads for diapers anti-leak urine or hair dyes? I'm bald and I have urine leakage. Imagine a format ad unit affinity, that is, TV every issue that users defined as interesting. Imagine that, Besides, the more ads look, They accumulate more points to choose a movie for example- without commercial breaks. A kind of Award-per-view.
Crazy? Possibly, but if the TV channels do not change the monologue for dialogue will lose the receivers -and is going- that pass Internet, an environment where one chooses.