Technology

Digital is boring

MUMBAI:Digital medium was often criticised by the old school advertisers. That‘s nothing surprising. But now a few members from the new school have started criticising it as well.


Egyptian advertising agency Elephant Cairo creative director Ali Ali said, They disliked digital because it interrupted comfortable (and profitable) models of linear storytelling. Although, in my opinion its boring.


As part of its continued focus on infusing consumer insights into technology innovations, Motorola recently hosted a series of focus groups with consumers in the New York and Los Angeles metro areas to discuss their TV-related experiences.


Ali said speakers and organisers at Cannes should stop their dull fascination with interactive and embrace the sense of fun that defined this International festival of creativity.


 
Currently there is a lot of digital and social media, â€?and every seminar starts to sound the same," asserted Ali, whose agency created the "Never Say No to Panda"ads. 


 
The seminars this week aim to deal with topics such as paid-earned-owned media and social transformation.This is all important, but the similarities of issues make people yawn. I‘m not saying digital is wrong. Obviously digital is the future but digital is old. I think the festival needs to move on to more fun things. This industry is becoming less and less fun as we go along.
Ali also claimed that people doing great in advertising are people who love what they do. He also gathered a lot of acknowledgement from the crowd for saying that most consumers are smarter than the average client.

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