• by January 24, 2002

Those that work with me have heard me ranting on about this idea for a while now. I firmly believe that in order to stay competitive in the current cluttered media landscape, we need to be creating advertising that doesn’t look, feel, smell or taste like the generic advertising we’ve all so used to.

At the risk of sounding like a charlatan by chastising the very industry that pays my salary, I think it’s vital to be realistic about the way consumers use media and respond to advertising.

I don’t think there are many people who would watch advertising if given the choice. Luckily for us, consumers implicitly accept the largely traditional media ad-supported model: it’s culturally ingrained into our viewing behavior.

Part of this tacit acceptance has allowed the networks to slowly increase the amount of time allocated towards advertising - I’ve heard figures in the region of 27 advertising minutes out of every viewing hour. I experienced this first hand while I was watching 24 on Fox. If you happen to watch this show, you should be familiar with the real time clock that appears before and after the ad breaks. This made me aware of every ad break – which lasted between 3 – 5 minutes, and launched every 9 - 11 minutes of programming. No wonder we have such short attention spans!

These kinds of irritating intrusions are about to change. Personal Video Recorders (PVR’s) like TiVo, 30 second skip functions on VCR’s and increasing clutter in general, are all forcing us to reconsider how we create and distribute advertising to our intended audience.

Technology promises endless new possibilities through everything from digital insertions, dynamic strategic product placement or even self-selected relevant targeting. The example doing its rounds right now is that a Pampers ad would only appear in a household with infants or toddlers present. Sounds good on paper, but I fear this might become the “I’m walking past Starbucks and my cellular phone beeps me with a coupon” wireless White Elephant. In other words, easier said than done. Nevertheless, the seed has been planted.

PVR’s may force advertising, as we know it today, to shift into a format closely resembling the sponsored segments that were predominantly used in the infant stages of television. Groan all you like, but don’t be surprised when Friends becomes “Scope Friends,” featuring anything from Joey doing a Scope commercial, Phoebe wearing a Scope T-shirt, strategic product placement or an interactive always-on sponsored icon at the top of the screen. Hey, if it can be done during sports events, why not sitcoms?

The above categories reflect ideas in the not too distant future, but right now we need only look to the Net to witness advertising that doesn’t smell like advertising. I mentioned Lycos’ RCADIA unit a few weeks ago, whereby a poll question might be asked and depending on the response, a unique piece of creative or offer is served. Another example is the popular microsite-in-a-box used by the likes of Oracle and IBM. The tabbed multi-functional Pointroll banner is another case.

In fact any time there’s some kind of value-exchange brought about during or immediately following an online piece of creative, it’s an example of a harder-working piece of communication that directly delivers on the promises of advertising.

Finally, my favorite expression of advertising that doesn’t smell like advertising:

After playing Triple Play baseball on Playstation 2, I was disappointed that Yankee stadium didn’t contain real ads. Where was the Utz Chips signage or the Bud logo in-between innings? EA has established itself as the premier, most realistic sporting gaming experience. So if I’m able to see the difference between Jeter’s and Bernie’s swings, then what gives with the stadium detail? The good news is that EA’s Fifa 2002 delivers in buckets through everything from McDonalds advertising boards to the actual team sponsors’ logos on the shirts of the players.

This is a significant example as it not only capitalizes on the huge growth gaming trend, but also more importantly offers offline sponsors – and potential “investors” – an additional touch point and new way to reach a lucrative, captive audience.

Passive messages being forced down consumers’ throats are just not going to cut it anymore. Advertising has got to shed its traditional skin and adopt a more modern and interactive stance in an ever-changing world. Consider this a glimpse into an exciting future.

- Joseph Jaffe is Director of Interactive Media at TBWA\Chiat\Day in New York, where he works with clients including Kmart, ABSOLUT Vodka, New York City Public Schools, Embassy Suites and Sci-Fi. His primary focus is to highlight interactive's value and benefit in meeting his clients' integrated business and branding objectives.