Wednesday, August 7, 2013

Advent of the Long Play Commercial

In the past week or so, there have been three viral videos released as commercials.

The first is for NBC sports, which covers a football coach asked to take a new job.  But, it's not THAT kind of football...

The second has the Manning brothers (and even Archie) selling the benefits of Direct TV:

The last is for Fiat, which asks that you never forget that they're an Italian car company (hat-tip to my brother):

Before our eyes we're seeing media totally change.  With traditional touchstones like newspapers, magazines, radio, and TV in free-fall for audiences, a new form of advertising is stepping into the forefront.

And, like all good advertising, it's going where the eyeballs are - online.  But, unlike traditional advertising, there are the massive benefits of multiple shares and unpaid views.  

Things are moving fast for traditional media, and it will be interesting to see where this all shakes out.  But in the meantime, note that two out of three of the ads above are for companies that one would likely define as traditional media.

A very wise ex-boss of mine once said, "Change or die."  I think that is clearly what is happening right now in media.

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