I’m attending the ADPAI 2006 Conference here in Tagaytay and Philippine advertising legend Emily Abrera of ad agency McCann-Erickson fame gave the keynote on the changing market and how the advertising are adpating to it.
Her talk was very interesting and full of useful information. Although I’m not with an ad agency, the talk gave me some insights on what’s going on:
- The modern consumer is very impatient and has loads of information sources at his/her disposal. Mass (or old) media is really trying hard to reinvent itself. Some examples of new appraches are branded content (like advertiorials) and events tie-ups.
- Young people do not like to be disrupted and mobile device advertsing is still learning the ropes.
- People are hard to impress (or fool) these days. The need to come up with interesting or shocking ideas is crucial.
- Information are becoming more “personal.” People are becoming “socially mobile” while having “mobile solitude”.
While I’m just recalling those lessons on top of my head, I’d like to reflect on those lessons and relate the web to them in a future post.