The news that has been popping up lately in advertising trade publications is that online videos are a very real entertainment outlet of future. Hello? Next I expect to hear a climate expert tell me some breaking news like a global warming is going to take place.
With such stellar news from In-Stat analysts Gerry Kaughold as "The future of television is slowly being defined online..."
What "experts" like this still don't understand is that the medium will eternally change. It's the message that's important. Print gave way to radio, radio to television, television to online. But throughout it all, consumers find a way to reach out and grab the messages the want to hear.
So stop thinking in terms of medium. Stop talking to media buyers who know it's easier to fit a client into a templated media buy [1 part television, two parts print, and a dash of online just to kick things up a bit]. Think instead about your audience and what they read, watch, and listen to. Get into their heads so that you understand what their habits are. Then figure out how to create a message that looks and sounds like the popular shows in that medium.
Above all, remember, it's the message - not the medium that's important.
Thursday, September 4, 2008
Subscribe to:
Post Comments (Atom)
Posts
No comments:
Post a Comment