Disruption in Advertising

We all know that consumers are exposed to hundreds of commercial messages per day in one form or another. Whether its a boring, heavy copy-ridden radio spot to the virtually invisible newspaper ad we’ve become numb to typical advertising approaches.

It’s estimated that the average American is exposed to some 247 commercials per day. Not too long ago, the average American was exposed to over three thousand advertising messages in the average day. Consider that this new televisions season, the networks have added one more commercial minute per half-hour. Everyone is trying to build a brand through advertising.

Increasingly…one answer to breaking through this clutter and confusion is disruption. In the book “Beyond Disruption”, disruptive ideas are characterized as “insipring, refreshing, daring ideas that defy market and category rules”.

Here’s an interesting example of breaking through the clutter of street laden billboards that you might find an interesting example of disruption.

What do you think of this? Effective? Not effective? Too invasive? Brilliant?

Whatever you think, disruption is here to stay, and the boundaries within social guidelines have yet to be explored.

So what role will disruption begin to play throughout media channels in this age of increasing impressions?

I’m curious to know what you think.

5 Responses to “Disruption in Advertising”

  1. Matthew Says:

    hi Larry
    sorry few years to late maybe for a reply, I think this advertising idea is a great one and it certainly pushes the boundaries of advertising. BUT i think everything has a time and place and i think advertising is something that should be enjoyed and not despised, for instance such an idea would be better placed outside a video game store where the younger generation would populate, as you will get more people enjoy the fright than take negatively to it. Im curious, if you had to sum up disruption in advertising what would your definition be?

    thanks Matt

  2. Larry DeVincenzi Says:

    Hey Matt,

    Never too late to talk about advertising. Summing up advertising is really a pretty tough task, and there are plenty of ways to approach it. But I’d have to say…it’s gaining attention. Marketing is creating a loyal followers. Advertising changes in a blink of an eye…and creativity rules. Negative emotional advertising works – and it’s advertising…although I may not like it either.

    Thanks for stopping by and commenting…


  3. Disruptive Advertising: Overview - The Convo Blog – Culture, Technology, Marketing Says:

    […] https://smartblog.wordpress.com/2006/10/13/disruption-in-advertising/ […]

  4. Disruption in Advertising « Josh Hillier's Blog Says:

    […] https://smartblog.wordpress.com/2006/10/13/disruption-in-advertising/ […]

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