Everyone is now familiar with Essena’s route to fame - via posting ’posed’ pictures on Instagram and the occasional YouTube featurette. Social Media celebrities are a dime-a-dozen these days and many are far too young and lack the strength of character to handle the nastier side such exposure brings.
Individuals put themselves under huge amounts of pressure (particularly psychological) to create and catch perfect moments to properly represent their supposedly fabulous...
The very best kind of advertising is that which is absolutely contextual, integral, personal and wholly targeted - it should be a value added part of the normal browsing / reading process, and should most definitely not stand out like a sore thumb! The very worst kind of advertising by contrast is interruptive, take-over, diversionary nonsense which takes a reader out of their flow and away from their principal area of interest and primary purpose. As a former ad man, I have no qualms in saying...
The last vestiges of more traditional advertising - pre-roll video ads, native advertising and TV sponsorship idents etc. are all coming under threat of extinction. Anything which is deemed intrusive or interruptive will no longer be tolerated by target audiences. Brand owners instead need to rely on more subtle ways of brand advocacy like product placement and celebrity / personality endorsements.
A classic example of the new paradigm is TV Show ’Made in Chelsea’ which now...
A few weeks ago I posted a blog titled ’The Increasing Internationalisation of Media’ - about how consumers are influenced by and access media globally. I often get musical recommendations from the 4 corners of the world - via various mailing subscriptions and music blogs, and end up buying the CD on import from CD WOW! or similar - as for whatever reason Amazon or iTunes don’t make that track or album available for me - either in hard copy or download format!
One of the blogs I...
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