Is this the future of advertising?

I tuned into Rocketboom’s video-cast on Friday because they did a segment on the New York City Live Window event — in which Versu Richelieu (otherwise known as Kess Quinn) is sitting in a store window for 72 hours, building an exact replica of her surroundings in Second Life — and it struck me that this looks very much like the future of advertising (or at least a possible future).

second life

Intel sponsored Versu to sit in the window and also paid however many Linden dollars it cost for her to build what she’s been building, so they get all kinds of publicity out of it, and Linden Labs gets lots of publicity for Second Life too (although they had to take the world down during the event to block an “exploit” of some kind). Even Versu gets some publicity for her SL building skills, and so does virtual PR firm and event host Millions of Us.

Then when I watched the Rocketboom episode, I saw a different kind of ad — host Joanne Colan, who started the segment interviewing Versu as an avatar in the game Second Life, shows up dressed in a Borg costume from Star Trek and does an ad for a battery recycling company. Is this the future for video-cast advertising? It just might be.

rocketboom

It was kind of cheesy, and I don’t know whether it crosses some boundaries to have the host doing ads in the middle of the show, but then we’re not talking about Ted Koppel either, let’s face it — and shows like Texaco Star Theater with Milton Berle in the early days of television weren’t all that different, really. Also interesting: Andrew Baron of Rocketboom, Joanne and the advertiser all show up in the comments on the episode.

5 thoughts on “Is this the future of advertising?

  1. This maybe the future for a specific demographics. Traditional ad’s (al carte Saatchi Saatchi style), will not not die for a long time. Its only when the entire human race is digitized in terms of being on a grid and working a smart device, then SL type Ad’s will certainly be the termed as ‘poster /flyer’ style by that time :)- That is, the future beomes evenutally distributed an old methods ( SL type ad’s) ways have to give way to the new ways- whatever that maybe.

    I think your title needs to be amended :)- “Is this the future advertising?”
    Should actually read as “Is this the new wave advertising?”, or something to that effect,

    We have to remind ourselves, the future will always become the past :)-

  2. Pingback: Millions of Us

  3. I like your perspective on this – and I must admit I noticed the same mix of PR and advertising embedded in this episode of Rocketboom. We have been working with Intel as their PR agency – and often struggle with the mix of PR and advertising as many of our peers do. While most marketing budgets still remain lopsided in favor of advertising, in this world of personal media, we are finding a niche that is allowing us to do more and more innovative work. In my view, the future of advertising is moving more towards engaging audiences in more authentic ways than just buying a thirty second spot.

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