Tag Archives: tv

Is storytelling changing? Brighton’s Connected TV Conference

connected tv insights brighton

Yesterday was the annual ConnectedTV Conference Brighton, where a range of industry experts guided us through the changes that are effecting the way people consume television. There were many lessons regarding the inevitable changes in how content is written, and how advertisers can interact with the audience. I’ve chosen to summarise what was most interesting to me, and that fits into two blog posts about TV advertising, audience consideration and content writing insights. This one concerns storytelling and the audience in modern media; I’ll follow it with one that’s all about the .

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Why disruptive animal adverts don’t work for me

copywriting clichesWe live in a world where advertisers are being encouraged to come up with original branding at all costs. Even if it has nothing to do with the product. FirstDirect are trying to convince us they’re worth using because they’re unexpected (which is exactly what I don’t want from a bank), while O2 are trying to convince us they’re worth joining because of a cat behaving like a dog (which I find rather baffling, as they’re actively eschewing the quiet dignity of cats). Avoiding clichés is an admirable thing, as anyone can tell you, but sometimes I’d rather people erred more on the side of the unoriginal to give a convincing message. As I hope my latest real-world copywriting example will demonstrate.

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