My post yesterday elicited a few comments, and they took my thoughts down a different track. Today we have a lot of pushback against advertising. So why would someone predisposed to avoid ads watch something despite knowing it was an ad? Take a look at this video, with a whole pile of red flags around it. A “sponsored video”, in response to a “competition”. Despite the red flags,Â liked it. What did you think?
There’s a little part of me that thinks we’re going to see something new emerge soon. We’re going to see marketers and advertisers compete for “sponsorship” of ultra-short videos and cartoons, which will become a whole new art form.
Micro-sponsorship at event level, where each clip is an event. The event itself will have no relation to the brand or product doing the sponsoring, or at best a loose connection. What does AIG have to do with Manchester United, or for that matter Carling to do with football? So what we see in the world of sport will move into the world of YouTube, but the “events” being sponsored will get smaller and smaller.
After all, people are spending real money getting away from advertising. Ad blockers. Special features in PVRs. You name it. Digital technology allows us to do this; you can’t pay to block out advertising at the FA Cup final, for example. Soon we will see that concept migrate to the digital world.