Long before Facebook, Twitter and even MySpace, there was the mass media was divided into three chief categories: print, television and radio. Advertisers ran radio spots, put up billboards and turned the spotlight on celebrity spokespersons to shill their brands to consumers, listeners and viewers.
There was no DVR, no Netflix, no smartphone – there was very little to distract the prospective customer from the advertisements. DVR wasn’t introduced until 1999. Smartphones weren’t released until 1999-2000. Netflix Instant didn’t become popular until 2008.
In 2013, there are distractions and hurdles galore.
“Print, TV, radio or out of home–they all served a single purpose: advertising a product or service. But now that ads and marketing are so easily avoided by consumers, every piece of communication from a brand needs not only to advertise, but also to serve as creative “content,” worthy of talking about and sharing.” – Rosie Siman, Fast Company.
Conversely with the interruptions new media and smartphones present, also comes all-new avenues of engagement. Between Instagram, Vine and Tout, brands and businesses have more outlets than ever before for their branded content.
Sure, Facebook and Twitter allow brands to have a voice and directly engage in two-way conversation with users, customers and employees – but these other mostly mobile-centric networks and apps have given brands the opportunity to expand the breadth of their branded content.
From the video services (Tout, Vine) to the image-based sites (Instagram, Pinterest, Tumblr), this new breed fosters innovation and creativity from brands. Businesses and agencies are challenged to not only develop messaging for their clients or brands, but also create unified campaigns that envelop
While these new services may distract consumers from more traditional media and marketing methods, they also foster creativity and innovation. The aforementioned apps challenge businesses and advertising agencies to follow their audience’s wandering eyes from traditional media to the second screen – by developing engaging content and multichannel campaigns.