Zero Paid Media – Am I dreaming?

Zero Paid Media – Am I dreaming?
SHARE
THIS



I’m deep into Joseph Jaffe’s Zero Paid Media. I can’t help getting excited. I’m not sure whether I’m becoming delusional, but I’m rolling with it and I’m excited about a new reality.

I’m obsessing about the notion that the world is moving towards the inevitable reality where brands own their own media; where they have checked out of rehab and are clean from their reliance on paying for advertising and have built direct relationships with their customers and prospects. They are playing an active role in popular culture, they drive media around their products and services, and their marketing teams resemble a newsroom or major production studio.

Fast-forward 10 years.

Soothsayers have talked about this time: the post-advertising era.

It’s like a scene from Mad Max or 1984.

There is no consumer media and the traditional advertising model has collapsed, leaving large creative agencies as barren wastelands. It’s an apocalypse. You walk into their offices, where a couple of old drunks are leaning against their trophy cabinet, remembering the good old days when their ‘Big Ad’ reached more than one million viewers in one evening. They’re the generation of ‘Properly Mad’ men …

Brands have taken over their own media. All the major TV shows are branded content. The major supermarkets don’t sponsor MasterChef or MKR any more, they own them. They are battling it out for audience and for the nation’s hearts through their own media. They have hired the best journos, TV personalities and celebrity chefs full-time, they have their own studios and they do their own live shows all around the country.

Meanwhile, the telcos have their own battleground, only it’s in the events space. One hosts The Future Festival – a nationwide mix between Vivid and TEDx – while the other hosts the largest gaming and mobile entertainment show in Australia. Tech geeks and gamers come from all over the country to soak up the latest and greatest. Ambassadors from the brands have deserted their old posts on mainstream TV and press and now entertain and educate crowds with their knowledge and stories. Entertainment, education and inspiration: all right for on-brand messages.

Over in banking land, house-hunters search for houses not through Domain or Real Estate, they use a bank app. Real estate agents from around the country have rioted against the media players and joined forces with the banks to create a world of information where consumers have every bit of information they need to find their next house in the one place. The banks have raged a battle to amass a huge range of data on every property, on every piece of land, by buying up multiple companies and creating an experience to rival the cockpit of an A380. They have placed the power in the hands of the consumer and, in turn, their brand into the heart of the largest purchase that consumers make.

Across every industry segment and audience segment, brands are collaborating to target large-scale audience groups and own their entertainment and information needs. They have all set up ‘brand newsrooms’ and are monitoring sentiment in their chosen fields and leading the conversation. They are piping to their audience valuable information across devices (some wearable) as they go about their daily lives. Traditional media news services have collapsed and consumers are trusting their favourite brands (with which they already have a deeply engrained relationship) to keep them informed about what’s happening globally and locally. Luckily, the brands know so much about them that they tailor that experience perfectly.

Scary? Maybe. But how much trust do you have in today’s media as advertising collapses further? Who do you think will have deep enough pockets to invest in decent journalism?

I’m rolling around, trying to continue this dream. I need to know where it’s going.

I highly recommend getting a copy of Zero Paid Media by Joseph Jaffe. Sleepless night guaranteed.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]