The Inkstained Mind: Apple comes to Madison Avenue... and kicks butt

17 Apr 2010

Apple comes to Madison Avenue... and kicks butt

I posted about Apple's iAd (part of iPod OS 4.0) a few weeks back. Well, iAd does have the makings of a game-changer. And it's not the technology, but the concept.

When an Ad feels like an extension of an activity that interests the user, instead of being an interruption, it stops being an Ad - and is perhaps even welcome! I guess it applies for any Ad created with both context and relevance at it's core. (You can imagine the conversion rate on this!)

I can think of three points from a potential consumer's point-of-view that'll ensure optimum conversion for any Ad:
1.) The Ad message fits seamlessly in the context of the activity, i.e. it doesn't feel intrusive, and yet gives a compelling reason to read/watch/listen/click.
2.) The Ad doesn't yank the user off someplace else - i.e. it does not change the subject.
3.) The Ad/experience concludes with the answer to 'How can I get one right now?'

Now over to Steve Jobs...

Madison Avenue, be afraid. Be very afraid.

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WHAT IS ADVERTISING?

It's often called the world's second oldest profession.

But while the scope of the oldest one has changed little over time, the evolution in the way we communicate has had profound impact on Advertising.

In the ancient and medieval world, Advertising meant word-of-mouth. In the 1500s with the development of printing it became a 'paid public notice', disseminating the message to many. And it had Copy & Art.

Then came radio, TV, computer, cable TV, Internet, mobile phones, Internet on mobile, and it's still not done... Even what we perceive as 'change' is changing. Continuously.

So what is Advertising today?

Honestly, I don't know.

But I do know from a dozen years evolving with the business, that Advertising is most valued when it can make a tangible difference for the advertiser.

That has not changed. And probably won't.

UPDATE: Nothing's changed. But in a way, everything has.

As you see, my focus has shifted - evolved in a way - to a larger canvas. The shift or evolution was gradual, and may be have been discernable to the more observant reader.

While I was delving into the influence of media in society to better understand how perceptions are created, evolved and disseminated, I chanced upon a thread of knowledge that I frankly never knew existed.

My conclusion is that a deep pool of awareness and consciouness exists beyond the shallow narcissistic boundaries created by the convention view of social media and the Internet.

My aim is to send my readers down any path that can lead to this quenching pool.