If you've ever been asked to serve as a judge for an online creative show or competition, take appropriate precautions immediately. Find one of those rubber stress-reducing balls, put the nearest intern in a headlock for a noogie session, or secure all windows above the second floor. Whatever it takes to keep you from loosing your cool. You're about experience that nightmare induced from viewing page after page of (insert Boris Karloff organ theme)... Bad Online Creative.
I'm in the midst of reviewing entries for a fairly large and prestigious awards competition. After spending seven hours reviewing and scoring entries, I'm feeling a bit deflated. I can't believe after eight years, online creativity hasn't risen to a higher level.
Sure, there are celebrated examples of genius work, but a mere handful each year. Yes, bandwidth limitations make it difficult to deliver effective content. But when's the last time you were in Starbucks and overheard someone say, "Man, did you see that cool ad on the Yahoo's home page yesterday?"
Let's be honest. As we say here in Texas, "It's time to 'fess up." The overall level of online creativity stinks.
What does the state of online creativity have to do with a successful media strategy? Everything! Never in advertising's history has a close relationship between creative and media been so critical. It takes just one tap of a mouse finger to load another page and kill any hope of your message getting through -- no matter how targeted the ad placement.
Why aren't we progressing in this area? I like to think it's the widespread acceptance of a few tried-and-true creative techniques that are certain to deliver crappy results:
Are You a Member of the OBOYI Club?
That's Online Badvertisers On Your Internet, in case you want to borrow the term. I hope you're not a card-carrying member. If you are, I'd almost prefer you to keep creating badvertising. You do me a huge favor by making my agency's creative work stand out even more.
Do you agree the state of online creativity is abysmal? Or are you happy with the status quo? Let me know who you think does a stellar job at badvertising.
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