哈佛商业评论中英文对照-瞅准生活间隙做广告

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1、FORETHOUGHTGRIST前瞻思维WhereIsAdvertisingGoing?Into‘Stitials’瞅准生活间隙做广告JeffreyF.Rayport杰弗里·瑞波特Ifyou’refamiliarwithconsumer-brandmarketing,youknowtheterm“interstitial.”Aninterstitialadisonethatappearsininterstices—thatis,betweensegmentsofthecontentthatcustomerswanttoexperience.Likeatollboothonaturnpike,i

2、tforcescustomerstostopandpay(intheformoftimeandattention)beforeproceedingontheirdesiredpath.Epitomizedbythe30-secondTVspot,it’saconceptthatcaptureswhatadvertisinghasbeendesignedtodointhepast,andwhycustomerstodaygotosuchlengthstoblock,skip,zap,orfast-forwardpastit.若你熟悉消费品营销，就一定知道“插播式广告”，也就是说，在顾客乐意体验的

3、活动片段之间插入广告。就像高速公路上的收费站要求驾车者停车付费一样，插播式广告也强迫顾客付出一定的时间和精力，在看过广告之后，才能继续参与下一段活动。典型的例子就是30秒的电视插播广告，它充分体现了过去广告界的设计理念，也解释了为何如今的顾客都想方设法要阻止、跳过、清除或快进略过这些广告。Advertisingisnowuniversallyacknowledgedtobebroken,buttheneedforitobviouslystillexists.Makingiteffectiveagainwillrequireradicallyalteringourperspectiveonthe

4、interstitial.Insteadofchoosingfromtheavailableslotsbetweensegmentsofmedia,marketersmustturntheage-oldformulaonitshead.It’shightimetofocusnoton“avails”inmediabutonthoseinconsumers’dailylives—where,when,andhowpeoplemightprovereceptivetorelevantcommercialmessages.We’renottalkinganymoreaboutinterstitial

5、s.We’retalkingaboutwhatIcallvivistitials.广告业的发展如今陷入了困境，这已是不争的事实，然而市场对广告的需求仍然存在。要让广告再度发挥功效，我们就必须彻底改变有关插播式广告的观念。营销人员不能再把目光放在现有的媒体广告时段上，他们必须颠覆这种陈旧的做法，不再关注媒体本身的功效，而是转向消费者的日常生活，了解人们愿意在何时、何地、以何种方式来接收相关的广告信息。也就是说，我们不要再谈论插播式广告了，让我们谈谈我称之为“生活间隙广告”的模式。Here’savivistitialexampleyou’veprobablyalreadyexperienced:C

6、aptivateNetwork.NowaunitofGannett,Captivateisadecade-oldcompanythatquietlydeliversmoreadvertisingPage5of5impressionstoanaffluenturbanprofessionaldemographicthanUSATodayandCNBCcombined.Itdoesthisbydisplayingspecializedvideoprogrammingonscreensmountedintheelevatorsofupscaleofficebuildings.Theinspirati

7、onbehinditwastherecognitionthatelevatorridesaredeadair—andsometimesevenpainpoints—inpeople’slives.Elevatorsaresociallyawkwardenvironmentsthatfailtopromotehumaninteraction;theyinduceotherwiseself-assur