Entertainment is Key to Ad Success Says Joe Petyan

Following JWT's recently released research on modern TV advertising, executive partner Joe Petyan lends his expertise and looks at some of the factors that make today's ads more sexist, stereotypical and effective than those in the past.

How do you think today’s TV ads compare with the memorable ads of the 80s/90s?

It’s interesting because whilst some of the finest ads in the history of television undoubtedly came in the 80s and 90s, only 30 percent of respondents in our research see this era as a more creative period for advertising. The opportunities today afforded by modern technology and our fast-paced society mean that there is so much more scope for making amazing work. Couple this with better testing and tracking methodologies and the present (and future) should look bright for TV advertising.

How do you think public attitudes to advertising have changed throughout your career?

I think the public is far more aware and is far better informed; politics, world events, trading standards, social responsibility and more. This means that they are far more informed in how they assess and respond to ads. It’s one of the main reasons why people think ads today are more sexist and less original. People are more attuned to issues. And they demand more of advertising communications as a result. This can only be a good thing.

Who are agencies targeting when they work on a TV ad?

As many different and diverse audiences as exist in modern society. It depends, of course, on the product or service. With denture-fixing cream you’re clearly targeting very different people from those you’d be targeting with a first-time buyer mortgage product.

What do you think young people enjoy about advertising today? And how do agencies factor this in their approach?

People enjoy being entertained. They want to emotionally engage. The same is just as true now as it was 60 years ago. This means that touching people with ads that are relevant to them is paramount. It can be about making people laugh. Or making people cry. It has to illicit and emotional response in order to properly land the message we’re trying to convey.

What effect do you think digital/mobile advertising has had on the recent success of TV ads?

Some saw digital and mobile as a threat to TV advertising. On the contrary, I think it is fuelling it. It allows for real-time commentary and engagement. And it lets people deepen their engagement with an ad almost instantaneously. For example, within seconds of seeing an ad, you can be online looking at products or comparing experiences without shifting an inch from your favourite seat.

How do you think advertising will change in the next five years?

Technology will continue to shape and deepen our TV advertising. It will also give the industry more tools with which to better engage with audiences and better evaluate our advertising impact.

How has the increased use of digital/mobile advertising affected the traditional approach to advertising?

Multi screening and real time social commentary has been a big change in recent years. Whilst sitting down as a family to watch TV remains core to British home life, the way families now do it can feature multiple devices and platforms. And this is changing the way we create ads and what we want consumers to do as a result of having seen them.