What is beyond interruption advertising?
An interview with David Amerland by and me (Martin Brossman)
This video is an exploration about whether it is possible to move beyond unwanted interruption advertising, and if so, what would that look like?
See the interview here:
Or click here for the video: http://www.youtube.com/watch?v=xhoQXt14Wqg&feature=share
One of the most expensive things we have in our lives today in our attention. We can buy many things but we cannot buy more attention, and wealthy or poor, we all feel the restraint of time in our accelerated world. A one-minute commercial that was tolerable in the past is intolerable today. We now are spending money and effort to avoid unwanted ads by using recording devices for TV shows and getting our news on the Web to shield ourselves from the barrage of commercials.
After reading David Amerland’s great book on Google Semantic Search showing the brilliance and wonder behind Google’s new Hummingbird algorithm, I realized how we are now relying on what I believe it the beginning of true artificial intelligence. Yet we are still relying on a marketing system that involves whacking away at our attention in hope of convincing us to buy things. In contrast to the brilliance of semantic search , our advertising approach seems to be as primitive as a cave man using a club because he has not discovered the hammer and chisel yet. Just as a laser would be outside the comprehension of early man, in the new world of Google’s new AI-like search engine isn’t interruption advertising like a blunt stick?
So what is beyond traditional advertising in a world where:
We guard our attention more than ever.
We are less tolerant of unwanted interruptions to our attention by ads.
We are more suspicious of “authority” and marketing.
Our trust in brands is weakened.
Our internal authenticity detector is getting better and our secondary validation is higher.
We want to know what other people have to say about it and we want it to be real.
This is what I exsplored on the Hangout OnAir with noted expert on Google semantic Search, David Amerland, author of the book Google Semantic Search.
Love to hear your own comments below?
Learn more about David Amerland at: