So TV is out and Online is in. Well, duh no Genie lamp needed there. But thing is are Canadian advertisers and brands really listening to Gen X, Y and Z when it comes to online content?
Hey i'm no spring chicken and even i've given up on cable TV. I've cancelled my subscription and instead tune into Netflix, Crave Tv and HBO for my slouchy, glass o vino relax-o fix. Like most folks, much of my watched entertainment is via my laptop, especially when travelling for business. All I can say is god bless Apple TV. I mirror a ton of online off my lappy onto the tv. Then I can chose what I want to watch and when.
As NOT NORMAL CONTENT launches, I feel we are onto something here. Audiences want great content on the web. Netflix know this, so for 9$ a month their service is a steal. But when it comes to advertising and branding why do we get all these faky-content branded videos that are so boring? No one wants to watch them cos viewers can smell an ad a mile away. Actually one brand that gets branding/content right is Northface. There's also Sherpa's Cinema who do such awesome stunts and beautiful insightful cinematography, they have their own followers and fans. Kinda win win right. And what makes their content work is it's authentic.
We need this authenticity. We need to tap into young, independent, talented 360-ers, innovative content makers and real film makers to make our content (branded, short, long or otherwise). Advertising and brands need to understand that young folks (and us oldies) want smart, witty, FREE entertainment if your selling us something;). No one wants to watch 'ads' dressed up as 'entertaining content' even if you plonk it on You Tube and give it a funky name and make it 2 mins instead of 30s.
Hey don't get me wrong, I don't mind branding at all, and its my bread and butter. But what we all need is watchable, relevant, insightful, funny content. Then if it's good, we'll share it. Making this kind of content means working with the artists, film-makers and influencers who KNOW how to harness the web, who know what's on trend, who is listening to what, how and where.
My advise is let's embrace these new voices and unique talents. Old school is out, cos' the new school bell is ringing.