Interesting enough some others think, from the other part of the game, that such requests could and should be fulfilled. After all, need leads to offer in the current economic framework.

Rude enough I think that such behavior vitiate the process of communication and defies all the principals and achievements of modern advertising. It twists the concept of reciprocity and value transaction in a wicked way and on the long run it will hurt everybody: advertisers, mobile media and the audience.

Any mechanic applied to a media channel that creates information overload and disrespects the needs of the audience is doomed and the channel will suffer on the long run. “Banner blindness”, “Outdoor blindness” are examples that speak for themselves.

On the other hand is it a bad thing to let advertisers know some things about you? I argue not because on the long run only smart brands will survive, brands that understand the importance of relevance and know how to build real value for their customers.

I’ve just received an email from an e-shop trying to sell me some laptops… it went directly to junk and will never bother me again. Please spam me, it’s free…

CityGT Promo from Millipede Creative on Vimeo.

While mobile phones outnumbered TV sets by over 3 to 1, PC based internet users by 4 to 1 and total laptop/desktop PC population by 5 to 1 the devices have evolved becoming highly competitive Internet terminals. This phenomenon combined with the need of a more direct, targeted approach and the opportunity of building response mechanisms are transforming mobile terminals into a very attractive channel of communication.

However there will be no recipe of success, no perfect channel or mix, the future landscape of advertising is yet to be defined and will have to be redefined over and over in always faster turnaround times. I remember a funny story I have heard some time ago during a lecture: a 7 years girl was drawing. The teacher stops and asks her “What are you drawing there?” “I’m drawing a picture of God.” (she replies) “How can you do it as nobody knows how God looks like?” (the teacher asks) Her answer was stunning “Now they will know!”

We are somehow in the position of this little girl, we navigate in uncharted waters and as Apple was reminding us so beautifully some time ago “the ones that are crazy enough to think they can change the world are the ones who will do it.”

One of the great things happening in Scala JWT is the way people approach media. It is an agency where the idea is king and demands a particular mix of communication channels. Our proven track record speaks for itself. There where projects where we had to build blogs, hire people to draw crop circles, ghost write, generate news, create underground businesses and services, involve, inspire people to generate content, create social networks from scratch, build statues.

None of this would have been possible without smart clients, open to actively listen, open to learn by experience together with us and share the risk and the glory.

On 7th December Starbucks had several people around the world sing Beatles’ All You Need Is Love at the same time, to raise awareness for AIDS in Africa.

It got 464.000 views since 13th December and climbing the top viral video chart ever since.

“This one’s for my dad. Kingdom of the unreal but also a higher state of being, ultimately free of the limitations of the material world through the agency of science, technology, and imagination.” (The Neurosonics Audiomedical Labs Inc)…

The video was directed by Chris Cairns of the Partizan Lab. The film was made in collaboration with The Scratch Perverts, Foreign Beggars, Shlomo and Will Clarke with sound design by Will Cohen. Post production by The Mill London.

CNET News is reporting that CBS will be the first company ever to use a video ad in print this fall in Entertainment Weekly. The network will be advertising its Monday prime-time lineup, in partnership with PepsiCo, which will be promoting Pepsi Max. The technology for the battery-powered ads was manufactured by a Los Angeles-based company called Americhip. Too bad the creative looks like the typical garbage the networks run. Kind of a wasted opportunity.
Details about the technology:
• Each ad can handle about 40 minutes of video.
• The screen, which is 2.7 millimeters thick, has a 320×240 resolution.
• The battery lasts for about 65 to 70 minutes, and can be recharged, with a mini USB cord via a jack on the back of it.
• The screen, which uses thin film transistor liquid crystal display (TFT LCD) technology, is enforced by protective polycarbonate.

Source: The Denver Egotist

artist: Erwin Wurm