The App Is Near, For The Television Commercial

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At a time when the app market is dominated by start-ups utilising the opportunities they provide, and social media using them as a new platform to make their service mobile to maintain their growth – its time for brands to start getting involved, to move away from token digital gestures and begin developing functional tools that compliment their brand.

My recent research explored how leading advertising agencies are opting out of using proprietary tools and methodologies that look to control collaboration and creativity.  Agencies are beginning to question their validity as they attempt to control and influence too many variables and therefore within the commercial world, have become superficial and removed from the reality of the creative process.  In truth these methodologies of creativity become little more than sales pitches to prospectus clients, which later cause confusion and prove obstacles within production development.

 

A main driver behind the rejection of creative methodologies is the uniqueness and variables of each process and client requirement.  Impacting upon this is social media and digital platforms, which are widely recognised within advertising – with e-commerce, the potential for random media to globally trend and the opportunities for brands to instantly respond to cultural events riding the current created by the media are all commonly valued and utilised.

 

However, the scramble for online supremacy between major brands has produced rumors they’re beginning to buy social media followers to project positive messages about the success of their latest campaigns – digital success isn’t easy to come by.

 

Within social media, the advantage that brands built around e-commerce (MrPorter.com / ASOS.com) have over static online brands (Head & Shoulders / Olay) is significant. E-commerce provides evident based statistics on average spend, minimum spend, trending purchases and route to purchase.  Static online brands often find it difficult to engage users, measure success or provide significant value outside of promotional competitions/campaigns linked with social media – which in reality often serve as little more than a token gesture toward online presence.

 

Static online brands often appear more receptive than proactive within digital opportunities, using their incompatibility with e-commerce as an excuse to opt out digital investment and continue to focus their advertising spend on television commercial (TVC) campaigns that is then tweaked for online as an after thought.  This overlooks the basis of content viewing, viewing a TVC is very different, and less specific than consciously viewing online content.

 

While ecommerce and social media appears restrictive for static online brands like Head & Shoulders and Olay, I feel it only requires a shift of perception and consideration toward the digital user journey alongside the potential reasons for viewing their brand specific content.  To begin considering how these brands can begin to be receptive, the opportunities that app’s provide presents a new advertising outlet.

 

The launch of Nike’s new personal training app was rumored to cost less than the average commercial, yet AKQA who developed it reported that it had notched up over 40 million minutes of user interaction within two months.  From my understanding, the key within this was creating a functional, useful tool that complimented the brand. The app is advertising without advertising, it’s not about the hard sell, but maintaining user interaction and engagement with the brand.

 

At a time when the app market is dominated by start-ups utilising the opportunities they provide, and social media using them as a new platform to make their service mobile to maintain their growth – its time for brands to start getting involved, to move away from token digital gestures and begin developing functional tools that compliment their brand.

 

Meet other experts on the topic, and check out their ideas in the following video: http://bit.ly/14u3XiT

 

Interested in finding out more about building a creative economy? Be sure to attend the MA Innovation Management Grad Show June 19-23 at Central St. Martins College of Arts & Design.