Start thinking digital kids
I've been asked to be one of the CDs at the upcoming Portfolio Night in Melbourne.
After agreeing to help I was asked a handful of questions to help people get an idea of my creative philosophy.
One of the things I mentioned was my concern that way too many young people are hawking around folios that consist mainly of print ads.
Of course some CDs like to see folios like this. But I don't.
Research just released by Zenith-Optimedia backs up my opinion I think.
Why?
Because it reveals that spending on digital advertising overtook spend on print last year.
12.6% of adspend went onto the internet versus 10.3% on print.
If that statistic isn't enough to make kids shift their focus from print I don't know what is.
posted by Stan Lee at 6:10 am
5 Comments:
I’m hearing this phrase all too often. But digital ideas are sometimes hard to convey in a book. It takes a wee bit of explaining or reading and most of the time people can’t be bothered reading too much.
If it’s a good idea, it doesn’t matter if it’s only presented in print or tv or radio. A poster just happens to be the fastest and simplest way to do it.
Remember ever 2hr movie can be summed up in a sentence.
If an idea needs a bit of explaining use your creativity to solve the problem.
Where did the other 76,9% go into?
I think digital ideas are overrated and it won't be long until clients realise this and the medium flattens out.
Most online ads are no different to print ads anyway. A 2d colour headline and image. Add some animation... who cares.
Flash games are novelties that most surfers are learning to ignore. Apps I argue aren't ads and are often no more clever or cost effective then a live demonstration in a supermarket isle.
Of-course there are brilliant exceptions, just as there are in aboveline, but should we really punish the kids for not getting sucked in. Before we fudge with the figures, how many digital ads really are effective? especially as surfers are getting over the novelty and beginning to approach digi ads with the same suspicions they apply to traditional ads.
I believe that freshness has driven an overvaluing of digi ads and as soon as consumers start dismissing the communication with their 'seen it' attitude, digi will be just another part of the media mix.
My point was not that kids should be thinking banners but that they need something more than just a folio of print ads.
Post a Comment
<< Home