If dot.com advertising was the big trend at the Super Bowl a few years back, this year user-produced commercials may get the most attention. Three advertisers, including the NFL itself, are holding contests for user-produced spots that will air during the big game. It’s part of a larger overall trend toward participatory advertising, which is on the rise following the success of user-generated content sites on the web like Digg.com. In fact, ad agency JWT Worldwide has pegged participatory advertising as one of the 70 products, services and trends that will define the coming year. The list, which did not rank the trends, was released last week. Other things making the list included the trans-fat fallout, Ohio State freshman basketball player Greg Oden, hybrid dogs, home-schooling, internet TV, citizen journalism and of course Rachael Ray. Ann Mack, director of trendspotting at JWT, talks to Media Life about narrowing the list, why participatory advertising offers so much promise, and why the Ray phenomenon could burn out.
How did you come up with the list?
The list was compiled based on input from our team in New York and our trendspotters across the globe. We also pulled some of the bigger trends cited in JWT chief marketing officer Marian Salzman’s new book “Next Now: Trends for the Future.”
Participatory advertising made it onto your list. Is this category on the rise? Why or why not? What will we see in this category that’s new and different in 2007?
In the digital age, advertising needs to be much more of a lean-forward rather than a lean-back experience. Advertisers increasingly are looking for ways to get people involved.
The onus is on advertisers and their agencies to create ideas that people can participate with this. At JWT, we are currently doing this with clients like HSBC. Last year we launched the first digital participatory entertainment for the financial institution.
In the age of YouTube, MySpace and user-generated content, it’s becoming more about consumers creating ads. It’s becoming a DIY ad marketplace, with advertisers soliciting their consumers for ideas.
Unilever’s Dove is one of the latest, for its Dove Cream Oil Body Wash Collection (the winning entry will premiere during this year’s Academy Awards). Frito-Lay and Chevrolet are doing like promotions (the winning entries will run during Super Bowl XLI).
I consider it the modern-day equivalent to the jingle-writing contests in the 1950s and ‘60s. Think “The Prize Winner of Defiance, Ohio.”
You predict that localization will come to a head in 2007. What does that mean, and how will we see it happen? Why now?
Globalization is giving us not only a new perspective on the world but also a greater loyalty to our own communities. Remember “American Idol” Ruben Studdard’s custom-made shirts emblazoned with the area code of his hometown, Montgomery, Ala.?
More people will feel compelled to support local businesses, producers, artists and community initiatives. The local-food movement is leading the trend.
In Manhattan, for example, high-profile chefs such as Danny Meyer have helped to make the Union Square farmers market a must for locally minded shoppers. Just as globalization has made the world smaller, localization allows us to make our hometowns feel bigger and more important.
There aren’t a whole lot of people on the list, but Ohio State freshman basketball player Greg Oden is there. Why did he make the list?
Part of the reason why we named Greg Oden is because of all the hype he has received. Some consider him the next LeBron James.
Contrary to the get-rich-quick culture of the early-entry era in the NBA, Oden has a throwback appeal. He is a traditional “big man,” likened to Patrick Ewing, Shaquille O'Neal and Kareem Abdul-Jabbar, and is well liked for his humble nature.
If an Oden-led Ohio State performs as expected in the NCAA, come March, he will be the one receiving much of the credit--and the money and endorsement deals that would come as a top draft prospect.
Are there any trends on the list that are in danger of a fast burnout after overexposure in 2006, like say Rachael Ray or reality show talent searches?
Rachel Ray could very well be the next Oprah, if she paces herself. With new extensions of her brand launching seemingly every day, however, she could face the danger of jumping the shark. Oprah has built and extended her brand over a long period of time; she did not become a multimedia maven overnight.
Reality show talent searches will continue to be hot.
Look at the continued resounding success of “X Factor” and “American Idol.” “X Factor’s” Leona Lewis is being compared to Whitney and Mariah, as Simon Cowell sings her praises. And after Jennifer Hudson’s scene-stealing performance in [the movie] “Dreamgirls,” look for more talent scouts to the mine the reject pile for the next big thing.
Anything you had to leave off the list that you regret?
Not at the moment. Ask me in a month.
