No one can predict the future. Well, a few people have correctly predicted the future. In 1909 Nikola Tesla predicted that we would be carrying personal wireless devices. But in general it is interesting and frequently amusing to read predictions from 100 years ago – even predictions from 10 years ago. And the way technology is changing – even trying to predict what will be happening a year from now is daunting.
The best you can do is study what is happening now and try to respond as quickly as possible to try to ride the wave and then keep checking for the next wave. For example, video advertising. Will it be short and sweet (like a “vine”) or more traditional or will it go for the interactive approach.
We can see that video is not going away – so that’s good news – but how it is being used and what shape it will take is constantly evolving.
An article yesterday in MediaPost’s Online Video Insider column by Daisy Whitney is about the state of mobile video ads. “Shorter Isn’t Always Better in Mobile Video Ads”
If you are creating online ads, you need to start studying the research about what the viewers are “liking” or responding to. Whitney says…
Shorter may not always better in mobile. Sometimes, giving viewers the unexpected can deliver better results.
As a voice talent, one of my jobs is to constantly research what kinds of voices are being used – what attitudes – what sounds. I am also a writer, so I study the scripts – what kind of approach works for the product/subject, the audience and the delivery method.
Finding the “right” approach is a challenge for any producer, especially for those creating ads. On the corporate side, it is only slightly less complicated, because the internal audience is changing as well which means that the way we communicate with them has to change.
I predict that the people who will be successful in the coming years will be the ones who don’t hold on to the way it used to be.
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