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The Future of Advertising - a hard sell? |
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The Future of Advertising - a hard sell?
Things have changed a lot in the advertising world.
Back in the 1970s, there was only one commercial channel with ads, ITV. Advertisers knew that millions of us would be sitting round the telly watching Coronation Street at the same time every week. You just can't say - here's £5 million get me 20 million viewers.
Now Britain's gone digital - there are over 300 TV channels. Lots of us don't bother with ads and new technologies, like SKY Plus, mean we can whizz through without even watching them.
And it's not just new technologies that are transforming advertising - consumers are far more complex too. We're a lot more demanding and want adverts that are honest and true. We won't believe that a soap powder can change our lives. We want adverts that reflect us and, goodness, tell the truth.
So advertisers are having to be a lot more canny.
Instead of just advertising to millions and hoping some will buy, brands now need to target people who they know really want their product - a text message to 100 likely buyers can be very effective.
Perhaps, instead of a TV campaign, a car manufacturer might simply park some demonstration models in the street or give some away to the hottest celebs.
Nowadays, they need to do something mad and new to get our attention.
This week Shop Talk looks at the future of the trillion pound industry of advertising - everything from using brain scans to plot consumer trends to how advertisers make up pretend families to sell to us all.
And, we'll be creating our very own radio ad, courtesy of Radioville.
Guests:
Carolyn McCall
managing director of the Guardian
Nick Gillett
MD of new media agency C360 and computer games expert
Peter Palmer
who's worked everywhere from Proctor and Gamble to EMI
Martin Raymond
The Future Laboratory
Dr Justine Meaux
BrightHouse Neurostrategies
Radioville
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RELATED LINKS
the Guardian
The Future Laboratory
C360
BrightHouse Neurostrategies
Radioville
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