A Generation's Love Affair with Advertising
The Internet Pioneer generation loves advertising. They want advertising to be content.
Jack Myers is a Media Ecologist and Chairman of Media Advisory Group, which advises more than 250 media advertising, marketing, entertainment and financial services companies who subscribe to the weekly Jack Myers Media Business Report. Jack founded the Women in Media Mentoring Initiative and the Newhouse Network to support and advance diversity in the careers of young people. He speaks internationally on the impact of emerging media technologies on guest society, culture and business. He is a Peabody Award winning and Academy Award Nominated documentary film producer and author of four books. His 1998 book, Reconnecting with Customers: Building Brands and Profits in the Relationship Age, is recognized as a leading edge digital primer that anticipated today’s dramatic digital transformation. Virtual Worlds: Rewiring Your Emotional Future, published in 2007, focuses on the growing influence of social networks on young people. Jack is a Board Member Emeritus of the Newhouse School of Communications at Syracuse University. he served on the Advisory Board for the Steinhardt School of Culture, Education and Human Development at NYU. His career has included management positions at CBS television and ABC radio and he co-founded the Syracuse New Times. Reading the subscriber-only weekly Jack Myers Media Business report is considered de rigeur for people in that industry.
There are many things that I've learned about today's college students, the first generation to grow up with the Internet, and one is that they truly love television. They truly love media. They truly love music. They think it should be free. They don't think they should have to pay to download. They don't think they should have to pay to watch or listen and they understand that it's being made available to them by advertising. They understand the relationship between advertising and the content.
They don't necessarily think that the advertising that's being given to them or being shared with them is especially relevant or especially pertinent or especially good, so they're very critical of advertising, but they're not critical in that they want it to go away. They're critical in that they want it to be more relevant to them, more meaningful to them, more useful to them and more entertaining.
They want advertising to be content. They want advertising to be part of their community of activities that they're engaged in around media and that advertising and marketing is part of that holistic experience of media, music, entertainment, information, education. Advertising is a part of that ecosystem.
They want advertising. They like advertising. They're willing to participate with advertisers. They're willing to engage with advertisers. They love being rewarded by advertisers for information or knowledge that they can share back with them, to participate in surveys, to engage in games, but they want it to be an integrated part of the ecosystem as opposed to something that intrudes on their experience and pulls them away from their experience.
They want it to be a part of the experience and that's part of the fundamental transformation that marketers and advertisers are going to have to embrace if they're going to be successful over the next two to three decades.
In Their Own Words is recorded in Big Think's studio.
Image courtesy of Shutterstock
Giving our solar system a "slap in the face"
- A stream of galactic debris is hurtling at us, pulling dark matter along with it
- It's traveling so quickly it's been described as a hurricane of dark matter
- Scientists are excited to set their particle detectors at the onslffaught
Two massive clouds of dust in orbit around the Earth have been discussed for years and finally proven to exist.
- Hungarian astronomers have proven the existence of two "pseudo-satellites" in orbit around the earth.
- These dust clouds were first discovered in the sixties, but are so difficult to spot that scientists have debated their existence since then.
- The findings may be used to decide where to put satellites in the future and will have to be considered when interplanetary space missions are undertaken.
Once again, our circadian rhythm points the way.
- Seven individuals were locked inside a windowless, internetless room for 37 days.
- While at rest, they burned 130 more calories at 5 p.m. than at 5 a.m.
- Morning time again shown not to be the best time to eat.
SMARTER FASTER trademarks owned by The Big Think, Inc. All rights reserved.