Sometimes the most interesting ideas are sparked by the most throw away of conversations. Just such a conversation became the evolution of this presentation: ‘Death To Online’ (a deliberately punchy title I’ll admit…) was conceived at one of the many, many portfolio nights that we have in and around the world of advertising. While not to give too much away, a seemingly throwaway line by one of the junior’s presenting their work, led to an exploration of where Advertising is going, and where it needs to head to keep Brands evolving and innovating. And, how the nature of our digital language is hindering this evolution.
When 75% of Agency CEO’s reporting that online ‘ads’ are more effective than traditional TV ads (when they are basically the same thing) it shows how far our digital language has helped deform and deny advertising’s need to work with the Internet as a tool, not just a channel.
One way of moving beyond the language of online is to delve into the vibrant arguments around ‘digital duality’. This debate is spinning back and forth between a series of cultural anthropologists with fervour and verve (and a smattering of pretension.) Their arguments are well worth the time to read and digest, for they form the backbone of what I’ve come to dub the ‘Semi-Internet State’ as it relates to Brands and Advertising/Marketing. It only takes a minute to look at the interest around Douglas Rushkoff’s most recent tome ‘Present Shock’ and the disquiet and debates around Google Glass to know that we are at a next significant stage of our relationship evolution with the internet. And the Semi Internet State is only getting more pronounced and difficult to penetrate. No matter how big, tagged, or trailered your ‘online ad’ is.
So… take a look, share and comment. I’m really interested in hearing people’s thoughts around this idea and the role of language in our industry.