Advertising isn’t just the disruption of aesthetics, the insults to your intelligence and the interruption of your train of thought. At every company that sells ads, a significant portion of their engineering team spends their day tuning data mining, writing better code to collect all your personal data, upgrading the servers that hold all the data and making sure it’s all being logged and collated and sliced and packaged and shipped out… And at the end of the day the result of it all is a slightly different advertising banner in your browser or on your mobile screen.
Remember, when advertising is involved you the user are the product.
WhatsApp lay down the facts back in 2012, evoking that Jeff Hammerbacher quote ‘The best minds of my generation are thinking about how to make people click ads’. I wonder what Facebook is going to make of their very noble intentions now.
(WhatsApp blog link via Ana Andjelic on Twitter)
I went along to the IPA’s Diversification Adaptathon recently. It was an interesting two days full of ideas and forced us to think about new ways in which we might be able to use technology and content for brands. On the first day, we had a Unilever client speaking about the importance of agencies working together to really bring a campaign like Dove Real Beauty Sketches to life by reducing media costs. The agency folk showcased some interesting campaigns they’d worked on: Volkswagen’s work with Channel 4 & Abbey Road Studios by Mediacom, Kids Company’s Print Happiness work by AMV last Christmas, and Flora’s touch-free recipe player by Lean Mean Fighting Machine.
The second half-day was spent at the Bakery, where we were introduced to a few new start-ups that are working with clients and agencies in interesting ways.
Here’s a video of what it was like (you might spot me in it for a second):