An idea on how to make ads work again

Nice article on AdAge called "The Growing Sophistication Of Popular Entertainment."  Could have also been called "An idea for making ads work again."  The author says advertisers should take a lesson from Steven Berlin Johnson’s Everything Bad Is Good For You and realize that ads can wise up just like good TV has.

Can this be done in the existing 30-second format?  If TV shows can do it in 30 minutes, why not commercials in 30 seconds?

Here’s how to do it – integrated serial marketing campaigns.  Recognize that consumers are multi-channel and make it happen.  Why not add a serial approach?  And not this old, "reveal one letter each week" where savvy consumers will guess by week two or three.  Give your campaign a storyline and make people want to tune in and seek out more.

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