Wednesday, February 13, 2008
Are ads ready to become content?
Michael Estrin writes a great article for iMedia Connection that talks about Big Advertising Brands attending the Brand Summit at the Hyatt Regency in Coconut Point, Florida - including Carol Kruse, VP of interactive marketing for The Coca Cola Company who talks about the shift.
"According to Kruse, that shift (in ads becoming content) will mean increased costs and more work for independent production houses because digital often demands a slew of creatives for a single campaign. However, those costs may not be as painful as brands might think if their agencies are able to realize economic efficiencies by producing content-style ads for the web in conjunction with their traditional TV spots."
The article also points out that, "messaging will require a creative ramp-up that will force brands and agencies to invest more heavily in production..."
"Entertainment units within the agencies are getting a lot more attention, and that's helping to reshape the agency model as compelling content becomes more vital,"
iMedia also has party coverage of the event so you can check to see if your spouse has a drink in their hand or Marti Gras beads around their neck.