The application of big data in service to advertising is in its infancy. New tools are coming, new platforms, new paradigms. One thing that is certain is that as of right now the tools for leveraging that data are clumsy and inelegant. It will get more sophisticated, that is certain.
Were in to the catch phrase syndrom. Big Data, Social Media, Integrated Campaigns. Those are all good phrases, but unless there is strategy behind the concept and execution, it's all just data, big or not and some of it doesn't add to the user experience it detracts.
When I sit in on a creative conference and we begin devising "creative treatments" I hear more about color or look or something which has little to do with the concept. Concept in advertising is king, just like story in movies is king.
Or I should add targeted concept is king. The landscape is littered by great ideas that don't relate to the user. I once shot a nude male model for a golf campaign. Pretty image, won awards, tanked in sales.
The AD's goal was to win an award, hang the client. There has to be simple agendas and in all honesty, me, the agency, the concept isn't the star. The product or service is.
If you have great concept with execution that matches you can play it anywhere, with the appropriate modifications that make it right for the medium. Social media doesn't like too slick commercials, those are skipped over, though they play well in mass traditional media.
In regards to mood boards, agencies and creatives have to stop pulling mediocre stock. I can't tell you how many times I see brigtht sunlit lifestyle models in a layout with a creative brief that reads, "real, down to earth, honest situations, to not look fabricated or staged." The visuals are 180 from the words and the problem is they are shown to the client, bought in and nobody asks if the stock looking visuals are the plan, or the words are the goal.
In regards to social media, I've seen the metrics in depth 50 times. Some social media works as stand alone, (a small percentage), most social media works when it's supported by traditional advertising, because just sticking stuff up everywhere can hurt more than help, or better put sticking the wrong stuff up.
I agree we're going to see a big change in how we concept, design and craft an advertising message. Technique is going to have to change and drastically speed up.
Google may end up owning the planet and they are already positioning themselves to be the AOR (in a sense), the production company and the media distributor because they have SEO covered.
How this plays out for traditional marketers we'll see, but in my view, if you don't adapt (and this means everyone in the food chain), you'll be left behind.
There was a period if I asked if a client wanted horizontal or vertical, to a layout or wild, stills, or motion the answer was yes, or worse stills but shoot a little b roll.
I don't understand b-roll if there is no a-roll and nothing you push the button on should be secondary.
To me the smaller agencies that have embraced technology get it. The large agencies that are still into the shoot two images a day, are leaving money, effort and creativity on the table.
This makes for a long conversation, so I'll stop now, but basically the way advertising works is the same. You get peoples attention, they try inquire about the product and/or service. How that happens
is where things have changed.
In regards to cameras, nobody makes the camera I need. I don't need a 645, don't even really care if it's full frame.
I need a Canon 1dc, that shoot long form raw (not just a minute), shoots stills of 20 mpx or so, has moveable iso and a fast grading and transcoding suite that plays off a proprietary graphics card.
That camera I'd buy, buy now and it would last.
Everything else is just single purpose expense.
P.S. I'm bidding a gig now that has a still budget and the AD who is very forward thinking wants motion. Either still or anamatics, but motion non the less. They don't have the budget for full blown high 7 figures 30 second spots (don't need them), but need to do more than hang a still in the store lcd and on the web. There are solutions, but not from old think.