Finally, someone has said what I’ve been hinting at the past year: TV commercials are becoming either recaps of experiences (like the Hyundai test-drive spots, for instance) or trailers for experiences. The days when a spot can carry the message are over, because the experience is the message.
Check out this interview with Shiv Singh, the global head of digital at PepsiCo. Here’s a choice quote:
TV ads “won’t be measured by the impact that the TV ad has when it’s aired but also by its residual influence on engagement in other mediums in the weeks that follow the airing.”