The upcoming Super Bowl is likely to draw as much attention for its commercials as it will for the game. But what used to be the biggest advertising moment of the year is no match for ads in the digital age. Social networks and mobile media are changing the face of advertising and many are wondering what to expect next. Teressa Iezzi, editor of the online publication Creativity, tells NPR's Renee Montagne that advertisers are not abandoning old methods, but updating them to meet consumers where they are: online.
在即將上演的超級碗比賽上，廣告很可能會搶比賽本身的風頭。但是曾經(jīng)的年度最盛大的廣告時刻在數(shù)字時代的廣告面前也只能算是小巫見大巫。社交網(wǎng)絡(luò)和移動媒體正在改變廣告的面貌，于是許多人都在期待下一個新花樣會是什么樣。網(wǎng)絡(luò)刊物《Creativity》的編輯特麗莎•耶齊對美國國家共同電臺的主播勒妮•蒙塔涅說，廣告人并不是要拋棄老一套，而是把老一套稍加改造用在消費者所處的新環(huán)境：網(wǎng)絡(luò)。
The Super Bowl itself is an example of how much has changed in the advertising industry, says Iezzi. Historically, brands would spend millions of dollars to air an ad for 30 seconds. Now, that 30-second spot is just the beginning.
耶齊說，超級碗本身就印證了廣告產(chǎn)業(yè)所發(fā)生的巨大變化。過去，某個品牌會斥資數(shù)百萬美元在電視上投放一個30秒的廣告。而如今，那個30秒的廣告通常只是個開端。
Advertisers run their ads during the game, "because it's still a mass vehicle," she says. But that TV ad is a jumping off point for continued interaction on Facebook, or on Twitter, or an online contest.
廣告人會在比賽期間投放廣告，“因為那仍然是主要的宣傳渠道”，她解釋道。但是電視廣告通常都是為在Facebook、Twitter、或是某個網(wǎng)絡(luò)競賽中與消費者的后續(xù)交互作鋪墊的。
"They don't just run the ad and then that's it," she says.
“并不是他們投放完廣告就完事了。”她說。
Companies can now be in constant communication with their consumers, whether in print, on TV, online or via mobile phones.
現(xiàn)在的公司可以通過印刷媒體、電視、網(wǎng)絡(luò)或者手機與他們的消費者保持溝通。
The hugely successful Old Spice ads featuring "The Man Your Man Could Smell Like" are an example of a recent campaign that began on TV and became an online phenomenon. The commercial, which features a funny script delivered by a man with chiseled abs, has been watched online by millions and spawned countless parodies. Facilitating this kind of interaction "is the Holy Grail for marketers," Iezzi says.
一則題為“你家的男人聞起來也可以是這個味兒”的Old Spice男士香水廣告取得了巨大的成功，這是一個最新的始于電視并在網(wǎng)絡(luò)上躥紅的廣告宣傳案例。這則廣告的最大亮點是腹肌發(fā)達的男主角和搞笑的臺詞，該則廣告視頻隨后在網(wǎng)絡(luò)上取得了百萬次的點擊率，并且衍生了無數(shù)惡搞作品。耶齊說：能夠帶動這樣的互動“是每一個營銷人員夢寐以求的事情”。
Marketers have also gotten creative about providing opportunities for physical interaction with their products. Mitsubishi, for example, developed an online test-drive that allowed potential customers — sitting at home — to control an actual car driving around a track.
在提供消費者與他們的產(chǎn)品進行實體互動的機會方面營銷人員也是越來越有創(chuàng)造力了。譬如三菱公司推出了一個在線試駕的服務(wù)，可以讓潛在客戶足不出戶就能開著一輛真車在跑道上行駛。
Following the digital revolution, many advertising agencies are looking for similar ways to bring the digital and physical worlds together. It is a new trend that is producing some of the most interesting and successful campaigns, Iezzi says. These campaigns are using the online experience to improve the overall experience for the consumer.
在數(shù)字革命的浪潮下，許多廣告公司都在尋求類似的方法來把數(shù)字世界和現(xiàn)實世界結(jié)合起來。耶齊說，正是這種新潮流在催生一些最有趣而成功的廣告宣傳。這些廣告宣傳運動利用在線體驗來提升消費者的總體體驗。
One campaign that attracted attention was Volkswagen's "Fun Theory," in Sweden. In addition to a website, the agency set up public installations throughout Stockholm. To encourage people to use the stairs, they set up a subway staircase to look — and sound — like a piano keyboard. The stairs created a fun experience for consumers that was then translated into an online campaign.
另外一個引人注目的廣告就是大眾汽車在瑞典做的“樂趣理論”廣告。除了建網(wǎng)站之外，廣告公司還在斯德哥爾摩的各個地方安裝了公共設(shè)施。為了倡導人們多走樓梯，他們把一個地鐵站的階梯改造成鋼琴鍵盤的樣子，不僅外觀像，而且能彈奏出鋼琴的聲音。這個臺階為消費者創(chuàng)造了一種快樂的體驗，隨后這種快樂體驗被融入到網(wǎng)絡(luò)廣告宣傳活動里去了。
This use of multiple platforms poses a challenge to big agencies that were built around catering exclusively to television. Some of these big marketers were slow to react, says Iezzi, but Madison Avenue-style agencies are beginning to reorient themselves and expand their digital work.
這種跨平臺的應(yīng)用對那些專門制作電視廣告的大公司提出了挑戰(zhàn)。耶齊說，這些大公司當中有一些反應(yīng)遲緩，但麥迪孫大街的那些廣告公司已經(jīng)開始為自己重新定位并且擴展數(shù)字廣告業(yè)務(wù)
"They're bringing in new kinds of talent, they're bringing in technology talent," she says, "and they're expanding their creative team … beyond just the copy writer and the art director to include interaction designers and all these different kinds of people contributing new ideas to what an ad campaign or a brand experience can be."
“他們在引入新型的人才。他們在引入技術(shù)型人才。”她說，“而且他們在拓展他們的原創(chuàng)團隊……不再只有廣告文案和藝術(shù)總監(jiān)，還加入了交互設(shè)計師和所以這些不同類型的人才，大家一起出謀劃策，創(chuàng)造新的廣告宣傳作品和品牌體驗。”
In a new book, The Idea Writers, Iezzi discusses the changing landscape of the brand creativity business. She predicts that the next few years will be interesting for the advertising industry, as advertisers develop more ways to use mobile media.
耶齊在她的新書《The Idea Writers》中探討了品牌創(chuàng)意企業(yè)的新形勢。她預言未來幾年廣告產(chǎn)業(yè)將會十分有意思，因為廣告人會開發(fā)出更多結(jié)合移動媒體的宣傳方式。
"Now, with smart phones and location awareness and tablets, you've got multiple screens speaking to each other," Iezzi says. "I think you're going to see a lot of the most interesting things in advertising happening with that."
“現(xiàn)在有了智能手機、位置感知和平板電腦，這樣一來你就有了好幾個帶屏幕的家伙。”耶齊說。“我想在它們身上你將會看到很多廣告界最有趣的事情發(fā)生。”
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