There is a generation of Ad creatives that were grown up hearing “advertising is not what it used to be”, over and over. They are young enough to start believing that it never happened, that it’s just a melancholic dream their annoying old bosses like to repeat.
Yes, there was a time when advertising used to have some popular relevance. People liked commercials and campaigns, it was popular and influential. It was something stimulating in terms of storytelling, technique, form and content.
Now, after the overwhelming change of technology and media, even disciplines, like Gastronomy, have far more popular relevance than advertising.
Why? Simply, because they are more innovative.
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Video formats and concepts is taking a huge and unexpected blooming through new media; Till now, creators and owners were just moving their videos from original environmets to the internet, but now the evolution of new media forced to re-invent this way of communication to the new nature of the network; Video now is not an adaptation of our betacam tapes, but is re-birthing in other context, format, place, language and nature itself.
Technical format
While production companies were arguing about DV, HDV or HD standards during the last years, in other layer the fight is much bigger cause there is not standards in video through internet (even in internet itself). Every platform took its format and just broadcasted it. Now, the huge amount of contents is forcing the companies to make an effort to decide an standard format that allows distribution and exchange of contents. YouTube finally decided to abandon the 4:3 format and takes panoramic format. The standard H.264 is becoming the in-fact standard due to image quiality and weight, and even some platforms like Vimeo are allowing their users to upload their videos in HD (1280×720) or even Full-HD. Due to the quantity of distribution platforms and devices like tablets, smartphones, portable videogame devices, etc, experts think that there are too many formats and the challenge of future is to decide an standard of distribution of it if we really want to push the industry.
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How geolocation, local social networks, and mobile-on-hand tools move the game to the audience’s own place
Once the internet and mobile blooming got past, the insane merger of the largest multinational corporations and the massive acquisition of small agencies by the huge international groups in the early 2000′s, everyone thought that commercial communication would consolidate as the solo-voice that globalization criticisms predicted. It means, a global rhetoric, an only style, predefined formats and a standard distribution in the media, yielded by a few voices. The risk was extended by the standard nature of technology. Everyone used Nokia, the ‘dotcoms’ flew from Cupertino to every single home, and we spent hours watching the loading page of Hotmail.
Times doesn’t seem to be different now. Google is the father of everything (if not the big brother) and iPhone is getting drunk in every corner-bar going Dutch with his friend Android.
But the real change doesn’t come from technology, neither from the networks; the web and applications had to evolve from a broadcast message to a full collaborating environment. It’s the popular Social Media and we don’t need to talk about any longer.
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