Podcast ¦ RO-AR.com: Why don’t we see great ads anymore – and what to do about it!

Key Take Aways

1. There are two schools of advertising: showmanship and salesmanship, both rooted in the history of advertising since the late 19th century.
2. Showmanship focuses on creating an emotional connection and engaging narratives, while salesmanship emphasizes direct calls to action and immediate sales.
3. The decline of showmanship in advertising over the past two decades correlates with the rise of data-driven salesmanship and short-termism in marketing strategies.
4. Effective advertising must create fame, feeling, and fluency to have a lasting impact and drive growth.
5. The introduction of new media has shifted advertising strategies, making quick, data-oriented responses more prevalent at the expense of longer-term brand building.
6. Creative advertising, exemplified by characters and narratives, helps establish a shared cultural heritage and emotional engagement with audiences.
7. The success of advertising campaigns depends on capturing attention in an increasingly crowded media landscape.
8. AI can assist in idea generation but lacks the ability to deliver the deep human experiences and emotional insights essential for truly creative advertising.
9. A cyclical pattern exists in advertising norms, with periods shifting between showmanship and salesmanship depending on cultural and technological influences.
10. Companies need to balance short-term sales tactics with long-term brand positioning to avoid a downward spiral in advertising effectiveness and growth.
11. Creativity thrives when there is room for incubation and divergence of ideas, challenging the sprint mentality fostered by rapid technological advancements.
12. Future trends suggest that showmanship will become increasingly relevant as consumers seek engageable and entertaining content amidst growing salesmanship from AI-driven solutions.

Key Statistics

• Advertising effectiveness has declined over the past 20 years, coinciding with the rise of digital media and immediate data access.
• The shift to short-term sales objectives has become prominent since around 2005, aligning with the advent of platforms like YouTube and Facebook.

Key Discussion Points

1. The contrast and interplay between showmanship and salesmanship in advertising.
2. Historical perspectives on advertising practices, dating back to the 19th century.
3. The impact of digital transformation on advertising strategies and consumer engagement.
4. The importance of emotional connections in advertising effectiveness.
5. The need for brands to foster fame, feeling, and fluency in their messaging.
6. The cultural implications of strong advertising campaigns through shared societal narratives.
7. The efficiency of AI in generating ideas versus the importance of human experience and creativity.
8. The potential cyclical nature of advertising trends and consumer preferences.
9. The significance of long-term brand building compared to immediate sales results.
10. Creative processes in advertising, emphasizing the need for incubation time.
11. The role of characters and narratives in creating brand loyalty and recognition.
12. The future of advertising as balancing between entertainment and direct sales messages.

Podcast Description

In this podcast, Chris engages in a thought-provoking conversation with Orlando Wood, Chief Innovation Officer at System1, before an audience. They explore the intricate dynamics between showmanship and salesmanship in advertising, the historical evolution of these approaches, and their current implications for consumer engagement. Orlando shares his insights on the importance of emotional connections, creativity, and how businesses can navigate a rapidly changing media landscape to build memorable brands that resonate with audiences. Listeners will gain a deeper understanding of effective advertising strategies and the forthcoming shifts in a digitally-dominated world.