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In the world of creativity, if you're not starting a fire, then what's the point? So, we've created a portal to celebrate the most revolutionary and thought-provoking ideas we're seeing in the world today. Some are ideas we've recognized from others and we're tipping our hats to, and others are ones we thought of (go figure). Either way you cut it, you won't find a dull moment here, and hopefully we've inspired you to start your own fire.
We’re really looking forward to this weekend’s Mayweather vs. Pacquiao fight (which is already breaking Pay-Per-View records). We also love the great creative and entertaining marketing buzz that’s surrounded the event for the past few weeks. Our favorite? Paquiao for Foot Locker. Recalling their successful ad from last year, this spot features Manny Pacquiao getting some pretty confusing news.
Enjoy the commercial and get ready for the big event this weekend!
What Sparks Our Fire: Foot Locker’s clever way to build on a prior campaign’s success
Every year marketers and brands flock to Televisions’ Upfronts, to hear the new network line ups and get a preview of the coming years television strategy. A month before the Upfronts kick off, TV networks are already sharing the spotlight–and potential media dollars–with this month’s NewFronts. Thanks to a long list of buzzworthy announcements, celebrity appearances, and corporate interest this year’s NewFronts signify the continued growth in importance of digital media and advertising. Started in 2008 by Digitas as a way to “bring together content creators, distributors, talent and brands to harness creative media opportunities made possible in the age of digital marketing,” the NewFronts conference has managed to become one of the most important conferences in the digital content realm. Brands like Hulu, AOL, Yahoo, and Google’s YouTube give presentations on their upcoming year’s content in order to attract advertising dollars. In 2008, these presentations were intended to convince marketers and agencies to shift more of their budgets into digital advertising, but as more marketers have already been convinced, the conference no longer helps marketers decide if they’ll invest their advertising dollars digitally, but tells them where. With almost 13% growth in the past year alone, digital advertising now comprises almost 30% of U.S. ad spend. This year’s NewFronts have already brought news that Hulu will pick up all 9 seasons of Seinfeld, a huge announcement that will surely draw in many advertising dollars. As the conference grows in size and importance– alongside the digital advertising sector as a whole– we will come to expect more and more of these big announcements every year.
What Sparks Our Fire: Knowing that we’ll be spending a good chunk of the month of June binge watching Seinfeld
The way we watch TV has been changing over the years, and as experts continue to unpack the trends and analyze the current landscape, advertising is changing as well. This week in AdWeek, Peter Naylor, senior vice president of Sales at Hulu, wrote an article about the cumulative impact of the changing TV-watching trends, calling our current period the Era of Purposeful Viewing.
In the Era of Purposeful Viewing, the viewer makes an active decision about what television to watch and when he or she will watch it. This means that the best TV programs really have the ability to thrive, because it’s not constrained by time or viewing method. For example, you can watch Mad Men the night it premieres, or the next day via DVR or Video-On-Demand, or even binge on past episodes using services like Netflix. Conversely, “bad television”–what might be considered “filler” or background noise–is beginning to fall by the wayside. Viewers are making intentional decisions about what programs to put on and when, so there’s a diminishing need to watch just whatever’s on television at the time.
What does the Era of Purposeful Viewing mean for brands interested in advertising to these audiences? Mostly, we think it means that these brands must be even more creative than they have been in the past with their advertising.
In March, Geico released an ad addressing the trend of fast-forwarding through commercials on DVR or Hulu. By creating an undeniably creative advertisement that addresses the trend, Geico provides value to the viewer in the form of humor, and entices them to chose to stick with the ad instead of actually fast forwarding through it.
Another way that brands can ensure their message reaches the viewer is through creative product placement. Integrating further into a television program is perhaps the only way to ensure that all viewers, regardless of the time they watch the program or the method they watch the program, see the brand’s message. Despite airing in 2006, Snapple‘s 30 Rock product placement can still be seen when a viewer binge watches episodes on Netflix in 2015.
What Sparks Our Fire: Exploring where brands fit into the Era of Purposeful Viewing
