In our quest to be advertising pioneers, we always want to push that envelope, toe that line, blaze that trail, all while being truthful and honest in order to get our brand message across. So how taboo does content really need to be in order to get people talking, to raise eyebrows, and invoke change?
Marketers and creatives alike have found that being unapologetically honest - a perfect ingredient for being, and breaking, taboo - is not only good for change, but also good for business. It sells more products and creates a base of loyal brand advocates. More importantly, they get the conversation going about important, human topics such as menstruation, sexual activity, erectile dysfunction, and race that have otherwise been seen as inappropriate or just plain scary to talk about.
With technological advances and more platforms and wearable devices than ever before, the power of immersive and interactive video has officially infiltrated the world of experiential advertising. The revolutionary format can demonstrate products from clothes to cars at every angle, communicate a brand’s mission, supplement traditional advertising, and provide a unique blend of information and entertainment. It also gives marketers feedback on content by recording views and what customers have chosen to see.
Last year YouTube unveiled the 6-second mobile ad, described by YouTube as “little haikus of video ads.” Shortening attention spans, the consumption of media on handheld devices, and an expectation for content-on-demand has brought us here. While brevity points to the future of advertising, it’s fair to ask whether six seconds is enough time for truly meaningful content, or just enough time for entertaining content. It seems that more and more, media companies are betting on both, or at least the probability that advertisers and consumers will see it that way.