How the Internet Is Changing Advertising


Uploaded by epipheo on 01.07.2009

Transcript:
Since the dawn of humanity we have used tools to communicate. Over time these tools have
become more complex. Like in 2700 B.C. when the Egyptians started using pictures to represent
sounds. This later came to be known as the alphabet. Every time a new discovery is made
it changes the way that we live but there's always some people who struggle to adapt.
Like when radios -
look here is the new Band-Aid plastic strip with new super -
were replaced with televisions -
look here is the new Band-Aid plastic strip with new super stick. At first we didn't realize
TV's potential. But one day it dawned on us. TV is a new kind of communication, one driven
by images. And the use of images changed everything.
Then along came this thing called the internet. At first it was just email and banner ads
but then it evolved into something much bigger. Just think about it. We used to come home
to watch TV but now we watch TV on the internet. And not just that, we search on the internet,
we read blogs on the internet, we upload pictures to the internet, we update our status on the
internet. We share our lives and our experiences on the internet with the world. We're not
on the internet as passive observers. We're on the internet to have a shared experience.
So why do we keep using outdated tools designed for TV to reach an interactive audience on
the internet? If history has taught us anything, it's new technology demands a new way to communicate.
What could this look like? Well let's say you have a brilliant idea and instead of creating
an image based video designed for TV, you create a video designed for this new technology.
A video that creates a shared experience, a video that educates and enlightens. And
this part is key. You see you can put your video online and a few people will find it,
but let's say your video helps someone discover something important. Let's say your video
helps someone see something different. Why is this significant? Well, let's take a look.
When something like a video helps us think differently we change. Sometimes in small
ways like deciding to use a new web application. Sometimes in big ways like discovering a new
cause that gives us purpose in our lives. But every time this switch happens we feel
compelled to pass this experience on to others. And the internet is designed to share experiences.
And as it gets shared it helps other people create epiphanies who in turn share it, who
in turn have epiphanies. We've learned that this new way to communicate taps into these
shared epiphanies.
There is an emerging style of video made to be viral that helps you discover new things.
That creates an experience and a paradigm shift together. In a word, it creates an epiphany.
Epiphany.
People seek out, remember, share new epiphanies. So why not create a video that has an epiphany
that can be shared, or what we call an Epipheo.
Epipheo.
So you can keep trying to use yesterday's methods or you can use a tool built for the
internet. A tool designed to be discovered and shared. What's the untold epiphany that
inspires your project?
Because Epipheos, just like the one you're watching right now brings your message to
life each time it unlocks a new mind.