A Degree commercial came on during the show. Now, even though I work in advertising, I am quick to fast forward through a commercial. Unfortunately, I thought at this particular moment, this is live TV and I can't fast forward. What happened next both inspired and excited me.
A bar flashed across the bottom of the running TV commercial that said to push the OK button on my U-verse remote to get a special offer from Degree. What? Was this ad really telling me to do something with my remote and get a response from my TV? You betcha it was!
Really Cool Interactivity
When I clicked OK, the commercial paused and I was taken to a form. Even better, all of my required information was already filled in the blanks, I am assuming based on my U-verse account information. Otherwise, this very smart commercial could not only interact with my remote, but it could also tell it was me, rather than David, my husband, driving this experiment.
The form told me to press OK and that my information would be submitted and in 4 - 6 weeks I would receive coupons and special savings on Degree products in my mailbox.
And, so that this interactive experiment didn't make me miss any of my Survivor episode, the commercial had even paused the program so I could go back and pick up watching exactly where I left off.
What!?! Interactive TV that could respond in real time to wants and demands through advertising AND not keep me from my favorite shows? Holy Heck! This was better than a flying car!
Evolving at the Speed of Light
Of course this is just another of an army of amazing and rapid adaptations that advertisers are demanding, and therefore media are providing, to build direct and intimate relationships with consumers. And yes, I strongly believe that the speed of innovation in the advertising industry is increasing at an amazing rate.
Fueled by a desire, or in some cases a primal need to, compete with the click-and-serve mentality that the web and social media have conditioned consumers to, traditional media are having to find new levels of interactivity to remain relevant and powerful.
This is great news for both advertisers and media. Every company's ideal customer is out there, somewhere. Getting to them may not be easier, but the depth that an advertiser can reach into some one's pocket can be deeper than ever before, empowered by new and creative media solutions.
There's an App for that
Whether it's apps on your phone, or your TV, new types of radio contests, or networking events and advertising options for B2B companies, the ante is being raised.
This also means that advertisers have to evaluate so many more options - making actually running the business they're trying to market more difficult.
The other recent cool points reminder came from a group of 10-year-olds in the back seat of my SUV last week. As I was ferrying the boys to a football game, I heard them arguing over a game on their phones. Disclaimer: Yes, 10-year-olds have iPhones and Yes, I think that's crazy. As I listened closer, I realized what they were trying to solve. They were trying to match logo elements to their respective companies! The game is called Logo Quiz and it is every advertising professionals proof that this marketing stuff works.
Pop Quiz
Basically, the kids are given an icon, or even part of an icon, and they have to answer with the right company. As I listened to these boys rattle off brand after brand correctly, I was struck by how, at age 10, they were already so advertising indoctrinated.
Here's a sample of a Logo Quiz. Would you have been able to guess them all?
Advertising is not only cool, it's now pop culture quiz worthy!
The great news about all of this rapidly evolving ad technology and play is that the advertising professionals I know and work with are evolving just as rapidly. From social media to mobile manipulation, today's advertising professionals know more, can do more and can offer more than ever before.
I always caution potential advertisers to make sure that cool new advertising options make sense for their business before jumping into them. If you have to see your clients face to face to do business, even Facebook might not be the right marketing venue for you. But any really professional advertising expert will tell you that.
Because at it's heart, even with it's flying-cars-cool new apps, advertising that builds any relationship, especially the kind that create sales, is about building trust. Between a brand and it's customers, advertising has the responsibility to create chemistry. And any woman will tell you when it comes to chemistry, a slow built burn is always hotter than a quick hot flash.
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