Ads are American as Apple Pie
Monday, May 21, 2007
Last September, Sao Paulo, Brazil officials approved a citywide ban on ads including, billboards, flashing signs, and the like. Even corporate logos now have a prescribed size and shape. In January, the ban went into effect and now, almost 6 months later, the city is feeling the financial repercussions. Bloomberg reported this week that the real strain is being put on businesses that create and install the ads and the small businesses that feel they can only afford this style of marketing (perhaps SEO has not caught on in Sao Paulo!). Luiz Roberto Valente, who runs an outdoor ad firm, had to lay off almost 90 employees, which equals to about half of his company. In response to the ban, he sadly said, “It annihilates an entire industry.” Why would this city, which happens to be one of the biggest in Brazil, take on ads? Sure, they are sometimes an eyesore, but they also generate revenues for cities and help drive their economies. I couldn’t help but try to imagine New York City without ads. What would Times Square look like? That’s when I realized that ads are a part of our culture. Some are annoying, but I think the majority bring us some level of amusement. Times Square would have zero appeal if this type of policy was enforced and while the blinding neon lights, monster-size billboards, and gaping tourists are more nuisances for us New York natives, I bet you we would miss all that if it was taken away. It’s just part of the New York City experience. And what about ads in magazines and on TV? Phillips’ “sense and simplicity” campaign developed a unique technique to deliver its message. It bought out blocks of commercials on news programs like 60 Minutes and NBC’s Evening Nightly News only to give the time back to the programs. Last year, it also paid Hearst $2 million dollars to send out 4 of its magazines free of those pesky subscription cards for a month. It was Phillips’ way of clearing out the clutter. Those extra minutes of your favorite show and reading your magazine without crap falling out of it is certainly appealing. So in the midst of the changing times, is advertising being ousted? My prognosis is that it is highly unlikely. But just as PR is going through a transformation, perhaps advertising will also be morphed by the ripples the spheres of influence create. With Doubleclick, 24/7 Media, and Avenue A | Razorfish all acquired in the last month, the focus seems to also be shifting – surprise, surprise – online. Marketers beware, our brave new world lies within our computer monitors.
posted by Gina Bolotinsky
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