There was a time decades ago, when we had a choice of five channels. TSR, TF1, Antenne 2, SRF and RSI. Over time we got more channels offered to us, and with satellite TV and cable our choice mushroomed to the point where we could watch documentary channels for a morning, and move on to something else once the programs looped.
Watching More and More The result of this TV watching is that we watched hours of programs but we also wasted huge amounts of time on ads.
I like casual gaming. I like to play games on the iPhone when commuting or waiting for something to happen. The problem is that casual gaming is about seeing adverts at the end of every puzzle or challenge. For every game of solitaire, every game of Woodoku and more games, you see adverts. The problem with these adverts is that they’re awful, and they’re for games that are all paid for by adverts rather than by people who enjoy the games enough, to actually pay for the game.
Instagram has become user-generated content with adverts every fifth post. We went from following friends and their life to following personalities within our field of passions. I follow climbers, photographers, and friends. By following strangers, the timeline has become less relevant. This is especially true about following influencers.
Influencers don’t share their life. They share adverts. They share an illusion, a dream, an ideal. In so doing their posts lose value because they are no different from adverts.
In July Roaming will be a bad memory for Europeans travelling within Europe. As a result of this the sale of sim cards to Ingress players, pokemon Go players and others will also be a thing of the past. What will not change is that we use social media apps to communicate with other people. As a consequence of this use we see local adverts. At the moment I am in Spain and see Google España rather than Google Switzerland.
Social Media and the Human Return on Investment, because contrary to popular belief we use social networks to socialise, not to shop. As we grow older and more mature our close network of friends changes and evolves. We go from school friends to university friends and then to professional friends. In the process we move from a village to another village, from a town to another town and eventually from one city to another.
An advert for Air New Zealand, Boeing 777-300, Lord of the Rings, The Hobbit, horse riding, New Zealand’s landscape, the three or four passenger classes and of course bungee jumping.
A Film by Robin Kitchin Produced by Ashton Bikes These bikes are used to cycle over three thousand kilometres during the Tour de France and here it’s being used for what mountain bikes are usually used for. At least it’s a light bike. To see the out-takes.
Advertising and documentaries don’t mix and this is especially true in the US. When you have ad breaks every 5-10 minutes telling a story is impossible. You have to think of the people tuning in half way, and you need to think of those leaving after just one ad break. As a result of this the documentary has to be sensationalised. It also needs to be a loop. Mythbusters are a series that I enjoyed watching for many months.
Important for global marketers, mobile handsets are the dominant way people access the Web in many emerging markets, as it is far cheaper, says John Gauntt, senior analyst at digital ad tracker eMarketer. With a computer, “The cost of entry to get Internet access is about $1,200 for the PC and broadband; a mobile is less than half the cost.”
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As updated handsets spread and ad effectiveness measures are perfected, worldwide advertisers’ spending on mobile will pass $19 billion in 2012, eMarketer predicts, up from about $3 billion this year.