The Future of Advertising?

Ever tried to predict the future? Not easy, is it?

I don’t know if this article comes close but it is an interesting read. Dax Hamman, Chief Product Officer, Rubicon Project, did a nice job with it.

ProgrammaticMind Issue 10 22

The future of advertising may take many forms, some of which may not even be known to us at present – wait, let me jump into my time travel Shuttlecraft (on loan from Star Fleet) and I’ll get back with you.

ProgrammaticMind Issue 10 1

 

Until then, the publishers of Rubicon have put together an intriguing read in this their 2016 Biannual Issue, The Programmatic Mind.

Whatchathink?

Well, for one thing, how will advertisers get consumers to pay attention to ads if when we all live in an era of super-saturation? The author states we start by using information as advertising – using data available to us in order to make our ads as relevant as possible so the consumer has no choice but to pay attention.

Hmmmm, I thought that’s what we try and do everyday . . . now. That’s what smart creativity is supposed to do. Let’s face it, cutesy only goes so far! Mr. Hamman further states “. . . that elegant design won’t be enough if your ads are not providing valuable information.” That’s true.

I agree with the author when he says the future of advertising is full of tremendous promise. It’s also full of a whole bunch of challenges and subsequent responsibilities. Information overload will, I think, be even more so than it is today.

Still, consumers are a fickle bunch; they’re also quite intelligent and can certainly discern an ad that makes sense, is relevant and interesting. Our future world will most likely be more intense, with more information, quite problematic, more programmatic and probably more “anything-atic.”

Oh, boy, pass the Excedrin!

Since you folks will undoubtedly have a thought or two on this subject and the article, pro and con, let me know. Don’t be bashful. There’s plenty of Excedrin for all of us.

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Wake Up Stupid and Stay That Way

Some of us may sense that we have no problem doing this; it comes naturally.

But there is a more serious aspect to this cute little title. It goes to one’s frame of mind.

Be open to anything today, any day. Don’t have preconceived notions about what’s going to happen.

I know – that’s easier said than done.

Listen more than you talk. For some of us, this really is a problem.

Observe and absorb.

Ask questions. Get clarity.

Ask more questions. Refine. Reflect. Reshape.

Now, see what you can discover.

Free Food for your Brain

Positive or negative. Informational or educational. Funny or serious. What about relevant? Yes. Yes. Yes. Hopefully!

Always striving to be pertinent and at least some of the above, this blog offers up thoughtful (most of the time) and informative material which helps provide a different perspective on the world of creativity and innovation. Sometimes it’s a Creativity Tip; other times, not. Today is one of those times.

For the solopreneur or small business/agency operator, attending conferences and seminars has become increasingly more expensive than it used to be. Granted, the ability to meet with and talk to folks face to face remains valuable. But sometimes, you just can’t justify the cost or time away from the office.

While there are a variety of online webinars, very few, it seems, are free. One in particular has gotten my attention because they not only offer a variety of valuable content, but they also go into great detail when presenting it. I refer to CreativeLive. I also refer to free.

Disclaimer here: I am not employed by them nor am I being paid for this mention and endorsement. They’re a good, viable resource.

Abstract design made of human head and symbolic elements on the subject of human mind, consciousness, imagination, science and creativity

“Diversity of the Mind”
Thanks to iStock Photo

Their approach to sharing creative knowledge is not restricted to the elements of design or writing, for example; however, that is a focus for some of their topics.

Recently, I’ve listened to experts on web design, blogging, being “creative on demand,” and selected a few

other topics during a solid “themed week” of live presentations.

Usually, the presenter gives away for download some instructional information. They also make available several other pieces which reflect, in detail, what is covered during the live show. If you miss these usually all day events, they rebroadcast it afterwards.

If you want anytime access to the broadcast and those other materials offered, you have the option of purchasing the presentation, and we’re not talking about hundreds of bucks here. My two separate purchases ran $49 and $79. Can’t beat that.

Whether it’s CreativeLive or some other venue of online presentation, consider going this route when you feel the need for continuing education at your own pace.

You’ll not only save some cash, but enjoy some delicious morsels of brain food. Bon appetite!

Creativity Tip #7: Control Freaks Not Welcome!

Creativity. We can play with it. We can enjoy it. We can experience it. We just can’t – and shouldn’t – control it. But we want to!

Individuals love to control things. That’s usually when we get into trouble. Creativity doesn’t respond well to control. In fact, when we try to control everything, we stifle creativity.

Shame on us! We should know better, but some of us don’t.

As noted in a previous Creativity Tip, one doesn’t manage creativity (let alone control it); one manages for creativity.

Creativity, somewhat like a child, flourishes in an environment that encourages innovative thought – and the time in which to do it. Nobody gets ahead in a scenario that screams “I need a creative idea and I need it in five minutes, and, oh yeah, it better be a damn good one!” Sadly, that’s an environment that does exist. It probably hails from a mindset of fast thinking – most of the time.

Men in general, research suggests, tend to have this mindset; they feel they need to make decisions instantly. Women, not so much.

Here’s where we tend to get into trouble. By putting an unrealistic time parameter on devising a “creative” idea (I’m not talking about brainstorming, here), one tries to control the creative process. The opposite is usually the result. Creativity is stifled.

What happened to allotting time for quiet, contemplative thinking? Now, I’m not talking about going into a room, sitting in the corner and contemplating one’s naval for two hours. Sometimes our “quiet time” is no more than 30-minutes (if not less). Still, without this time to gather one’s thoughts and even put them in some sort of context, we’re short circuiting our creative process, and the end result.

Women, in general, are better at this contemplative thinking because they tend to mull things over more than men do. Now, obviously, one size does not fit all. I know several men and women who would turn these findings on their head. I, too, don’t usually make instant decisions, but it depends upon what I’m deciding.

When we slow down the fast thinking and spend more time in the contemplative state, our creativity will flourish and the end results will be much better.

But, do we have the courage to do that?