If you’re tired of the Web 2.0 buzz, maybe Advertising 2.0 is of interest. Paul Beelen talks about the effect of the shifting media landscape on the role of advertising and ad agencies in this paper. (He wrote the original in Spanish, you’ll notice “mayor” where he means “major”.)
The crux of it really is this:
Instead of fake, artificial commercial messages people can now get real life comments from peers on anything they want.
I don’t completely agree with all of his perspective. He says the creation of the brand will always be the role of advertising, and refers to some blogosphere critique as ‘damage’ to a brand. I think brand creation is much more multi-faceted than advertising – especially in a world over-saturated with media. Brands are created in every interaction your customers have with your employees, your product, your web site, etc.
I also found this interesting:
But it is not only print media that is suffering. One of the worlds most popular videocasts is called Rocketboom, a show that is made for about US$20 and reaches about 120.000 viewers daily. The show is available through Apples iTunes and other Videocast directories. Of course, it is delivered through RSS which means people can subscribe to it and receive the show automatically every day, on their PC or on their iPod Video. December 2005, TiVo signed a deal with Rocketboom to start offering the show on TiVo boxes as well. This means all TiVo users can now record Rocketboom on their digital video recorder, just as they would record a normal television show. Now, the twenty dollar rocketboom show competes directly with shows broadcast by CNN, Universal and Fox. Media democratization at its best. Rocketboom recently sold one week of ads at US$ 40,000 in an online auction. (emphasis mine)
With margins like that, maybe I should be in the micro-media publishing business…