Neatly dovetailing with the (breathe in) 52nd Cannes Lions International Advertising Festival (breathe out) which is currently unfolding on the other side of the pond, is this morning's piece from USA Today which zeroes in on life after the 30-second spot.
"If the number of entries at Cannes this year is any indicator, the prominence of TV ads may be waning even here. Entries in the "film" ad competition, long the glitziest category, dropped 2% to 4,995, while the number of entries overall is up 18% to 22,101."
I have a few quotes in this morning's piece:
...advertisers are starting to ask whether TV is worth the price.
Ad expert Joseph Jaffe says the answer is absolutely not. In his new book, Life After the 30-second Spot: Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising, Jaffe writes that new media options and changing consumers, as well as a lack of creativity in content and use of TV ads, have changed the ad industry landscape.
"The 30-second spot has outlived its usefulness," says Jaffe. "We should pat it on the back, look back and say, 'Thanks for 50 years of great service. Here's your gold Rolex.' "
...
"You've got some smart ways that technology can help breathe and inject new life into a dying industry," says Jaffe.
Time is money
The issue underlying arguments over strategy and new technology is the battle for a little of consumers' time and attention as they balance work, family and personal needs. "Time is the new currency," Jaffe says.
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