The Next Generation of Media

19 Oct

Advertising is a business in a constant evolution. It is an industry that can change on a day to day basis. It is an advertisers job to invent new ways to morph their talents to the given media.

My father is an engineer so I have grown up with computers. There are pictures of me when I was two sitting on what looks like a box, but is in fact an old apple computer. Does my constant involvement with the media improve my skills in advertising? Does the fact that I am among the first generation to grow up entirely involved with technology help my career? Yes.

Adweek just announced their Media All-Star list, which is the youngest crop of winners they have ever honored. It is not surprising that their honorees were people in their 20’s and 30’s. These are the people that understand the capabilities of social media, and can look beyond what is occurring now and what the future holds.

I had a college media course on new websites and future innovations for advertising. The course syllabus changed on nearly a daily basis due to the constant changes in the industry. As Adweek states, “… the central fact here is actually not the youth of the winners, but the youth of digital itself, which, as everyone knows, is fast rewriting the media-buying rule book. Keeping atop the changes doesn’t require a fresh face so much as a fresh approach — and the talent to generate innovation, recast agency culture and create breakout work.”

Innovations such as mobile marketing, direct video marketing (Tivo), and interactive advertisements are all things in the near future. It is exciting and inspiring to think that I may have the opportunity to help shape new models.

Adweek mentioned Karen Umeki of Starcom. Umeki is working on media placement in magazines that offers more interaction. Brilliant. I love magazines, and I love the advertisements. I view them as art and often seek them out. What Umeki did was to interact the reader with the ad and make it something enjoyable.

Her client was Wrigley’s Orbit Gum. Orbit was trying to gain awareness for their new packaging, and wanted to position the gum as an accessory. Umeki had a peel off ad on the cover of Rolling Stone that would reveal the new packaging.

Rolling Stone chose a picture showed a scowling Jay-Z, but when readers pulled back the peel, they saw a rare photo of Jay-Z smiling.

“What we loved was the way the dual covers mirrored the way the gum packaging worked,” says Melinda Lewis, senior marketing manager for Orbit.

Melinda also ads that the advertising was enjoyed by consumers because it provided an experience. Advertising should be enjoyable. Rob Baird of Mother, while skyping last week, said the best advice he got was to ask yourself if you would look at it/watch it.

The future of advertising is changing, and this does not mean that older generations can not learn. But it is the younger generations job to find innovative and captivating new ways to reshape the industry that are profound and thought provoking; not simply bombarding people with messages every way they look.

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