The future of advertising is digital… Part 2
To continue my previous post on how the future of advertising is digital, I would argue that digital is changing traditional advertising.
Let’s start on the creative side. Have you noticed how TV spots are starting to look a lot more like banner and rich media ads? Similar styles, animation and aesthetics. When was the last time you thought to yourself - “wow, that banner ad looks a lot like a .30 second spot?” Not to mention all the user generated content finding its way onto TV (think Dorito’s Super Bowl ads). It’s pretty clear where things are going.
From a media perspective, the migration to digital-centric planning and ad management platforms is already happening. From Google’s entrance into radio (and recent move into TV) to Clear Channel’s Digital Outdoor Network all media is moving to trafficking and management platforms similar to those used for online ad serving (DoubleClick, AtlasDMT, 24/7 Real Media). Digital media is about digital delivery, the ability to generate real-time metrics (lots of them) and most importantly the ability to optimize mid-stream… this capability is quickly migrating to traditional media.
When you factor in the disruptive effect of new media technology on traditional media (think DVRs for TV, iPods/iTunes for radio, the Web for newspapers) with the massive growth of digital media, a new media eco-system is quickly taking shape.
And digital is at the center of it all….
More to come on this topic next week.