Why am I not surprised by the news out of Cannes today that one in three consumers in the most attractive demographic are not only ignoring commercial messages, they're actively avoiding them. Research by Microsoft and Starcom MediaVest showed that one-third of 17-35-year-olds take active steps—such as using TiVo, installing pop-up blockers or subscribing to satellite radio—to avoid ad messages. Again I was not surprised that the remedy for this state of affairs suggested by Stephen Kim, director of media research at Microsoft, was to make messaging resemble video games, as well as to try other approaches, such as permission e-mail, telescoped DVR ads and interactive kiosks. He also said that "The problem is most of what young people see today isn't relevant or entertaining, and that's a problem for our industry." Dead wrong Mr. Kim... The problem is that most of the advertising kids see today is rubbish... It's all about content, not delivery. Before we get all excited about "New Media" we should be thinking of what we're going to say through this new media.
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There a little too much of it about these days!
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