Just a note on Urban Spam, I think you're right that in these creative brainstorms we always ask two major questions: is it on brief & is it going to break through. But I think to be fair to us & our process, we also always ask: is it going to be relevant & engaging? I think those are two very key questions when it comes to ambient media & whether or not it's seen as SPAM or Insightful.
It's true the reality is that people get turned off by too much "in your face" advertising. But I'd argue that if something is really engaging/entertaining (a la Altoids Tugboat), than we're half way to a great idea. When it comes to ambient advertising, we definitely need to learn as an industry to filter ourselves (just because it hasn't been done before, doesn't mean it should be done), but I think we can do some great creative that works for the brand & the consumer.
Totally agree we can do great ambient work. I guess the point is that we need to be more vigilant about why we're doing it - is it actually going to be rewarding and interesting, or will it just interrupt people in yet another place? That's proving to be a very fine line. And with people increasingly choosing to spend time with media of their own or their peers' creation, I think what we do is perceived as interruptive more and more often.
There's great post on AdAge's blog about this topic:
http://amiga.adage.com/blogs/?p=124
Posted by: Jason | August 08, 2006 at 10:08 AM
Looks like it turned out to be effective on your part.
Posted by: website | July 04, 2011 at 10:29 AM
about why we're doing it - is it actually going to be rewarding
Posted by: Moncler jacket | July 19, 2011 at 09:58 PM