The Future of Advertising

When I worked in Chicago for Leo Burnett, the discussion around the water cooler was often about advertising trends. The hottest topic: what impact would Tivo (and the like) have on the advertising industry? If consumers could simply fast-forward through the ads, would we all be out of jobs?

My theory at the time- a good 10 years ago- has proven itself, or rather is proving itself today. We would not all be out of jobs. The industry would evolve in a way that would prove to be more challenging and infinitely more rewarding. I give you two words: product placement. Or to coin another cliche, content is king.

I knew we were headed this direction when, during one of the last seasons of Dawson's Creek (which ended in 2003), an episode opened with Joey and Pacey shopping for an iPod inside a conspicuously branded Best Buy. So as not to be missed, this fact was even included in the dialogue.

The funny thing? We all bought it- the context was entirely believable, especially in this era of reality TV where real people are on display- usually consuming real products. This sort of product integration lends a degree of credibility and access that a :30 spot can't deliver, and it has challenged advertisers to be more creative in how they reach potential customers.

Recently, David Peacock, VP of Operations for Anheuser-Busch (Left), and Bob Lachky, Chief Creative Officer, spoke at the University of Kansas. Peacock, a 1990 KU grad, said of the future of advertising: "It’ll be more content-based, whether it’s Internet, whether it’s television. People have DVR and are passing by the commercials. You’ve got to be part of the content of the programming, whether that’s a sporting event, whether that’s a TV show or a movie. You’ve got to be part of the content.”

Leave it to the "King of Beers" to remind us that content is in fact king. Perhaps we should drink to that.