The document discusses 5 suggestions for improving storytelling in advertising: 1) Take your time and don't limit stories to 30 seconds, 2) Consider the context of the audience and programming, 3) Ensure ads are meaningful to audiences rather than just seeking reach, 4) Invite audiences to give their undivided attention rather than interrupting them, and 5) Use transmedia planning to engage audiences across multiple platforms and drive conversations. The overall message is that brands and agencies need to adopt more sophisticated storytelling techniques that treat audiences as partners rather than interruptions.
2. The $200 billion question How do we go fromimposingourselvestobeing embraced? FUTURELAB (*) 2012 Global TV advertising forecast = $202bn, Zenith Optimedia December 2010
3. Or being even more ambitious Can we get peopletohit pauseinstead of fast forward FUTURELAB
28. Impact requires context Yesterday’shomogeneousaudience has fragmentedintohundreds of subsets. FUTURELAB
29. Impact requires context Today’sfragmentedaudiencemakes context more important than ever (Mediapost, March 2011) Context effects are more pronounced for TV Context effects more pronounced in interrupting than shoulder blocks Positive valenced context improves ad effectiveness Marketing Communications, A European Perspective 3rd Edition, P. De Pelsmacker; Maggie Geuens and Joeri Van den Bergh, FT Prentice-Hall, 2007, p. 247 FUTURELAB
53. Media neutrality (simplified) A single ideaiteratedacrossalltouchpoints We allsee the same content = no conversationvalue FUTURELAB Source: http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html
54. If you want me to talk about you. Tell me a story that makes my conversations more interesting
66. Transmedia planning (oversimplified) Multiple representations of a story across≠ touchpoints FUTURELAB We canallsee different content and are part of the conversation Source: http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html
67. How Nokia gotits Emmy nomination Imagineadding TV to the mix FUTURELAB
74. FUTURELAB Learnbydoing Set up brand-agency-media dialogues Experiment in story and medialabs Involve architects/puppetmasters Try out new planning systems Call me