Worldwide Biggies, blip.tv, Aegis and Colgate Palmolive Execs on Digital Advertising

The challenges of dealing with the changing media marketplace were the theme of yesterdayamp8217s JackMyers Networking Breakfast The Future of Media and Entertainment One of the most interesting topics at hand was advertising in the digital space how digital advertising is targeted delivered and received amp8220I think we need to respect consumers A long time ago someone said about television advertising you have to remember youamp8217re invited into their living roomsamp8221 said Jack Haber VP Global Advertising and eBusiness Colgate Palmolive Company Haber went on to say that digital advertising provides new ways for brands to connect with and advertise to consumers Not all brands are doing so effectively as Albie Hecht CEO of Worldwide Biggies pointed out amp8220I love Hulu You watch the 15second spots and thereamp8217s only a few of them Thatamp8217s great too but itamp8217s the same Priceline spot on TV and itamp8217s the same one you also saw at the movies I donamp8217 think thatamp8217s the way to engage me as a consumeramp8221 he said Dina Kaplan COO of bliptv shared some innovative ways in which content creators are teaming up with advertisers in order to engage consumers In an exclusive interview with JackMyerscom prior to the panel discussion she shared several examples of how sponsors were integrating content into several of bliptvamp8217s popular Web showsPolitical Lunch hosts Rob Millis and Will Coghlan featured John Adams HBO mugs on their desk At the end of the episode they held up their mugs thanked their sponsor and mentioned that theyamp8217d be featuring a sneak peak of the miniseries at the end of the episode zefrank host Ze thanked Dewaramp8217s for sponsoring the show and mentioned that the sponsorship paid for a proper archiving of this show so that fans could watch episodes after the show endedWhen asked how advertisers and content creators felt about the integration Kaplan said advertisers love input from content creators on how they can reach their desired audience And content creators are usually flattered when given artistic freedom to design advertising messages especially when they know that a sponsor wishes to speak specifically to the content creatoramp8217s audienceJack Haber mentioned the early days of advertising integration on television when Colgate sponsored NBCamp8217s Colgate Comedy Hour amp8220We decided it was ultimately not in our interest to be producing television programsamp8221 he said amp8220I donamp8217t mean for us to be in the content business which is more risky Iamp8217d rather let other people take that risk and then we can advertise where the consumers areamp8221Albie Hecht responded that he felt that the Colgate Comedy Hour was very innovative He said amp8220I would invite you Jack Haber to get back to the roots of what you did in the new media which is now the place on the web to get back into that kind of content participation to engage your audienceamp8221 Sarah Fay CEO Aegis North America added that she felt there was a large opportunity in using offline media to drive toward a more engaged experience and to ultimately try to find the voice of the consumer amp8220If you can drive toward something and kickstart a community to get involved with a brand you can get your media dollars to carry a lot fartheramp8221 she said She used a Reebokamp8217s social network campaign GoRunEasy as an example Users post runs using Google Maps share playlists via iTunes and post photos using Flickr The TV and print ads ran from April through June 2007 but the site continues on strong and has even moved into cities and countries that didnamp8217t even run advertisingWhen asked about how agencies were responding to the changing digital landscape Dina Kaplan said it was tempting to say that agencies donamp8217t get it She said amp8220The digital side is used to buying display ads which everyoneamp8217s eyes just gloss over TV arms are just so locked into making those 30second ads because they make money from making them and then wanting to stick them before or after a video The infrastructure to support web video advertising isnamp8217t there yet We need metrics We need a way to tell advertisers what they need to knowamp8221Shane Steele a consultant and former director of interactive marketing for CocaCola said that advertisers recently began noticing advertising was becoming participatory amp8220It wasnamp8217t just about creating an ad and putting it out there and people leaning back and watching it You could lean forward You could interact And then at the other end of the spectrum people could actually start to participate and create or extend the campaignamp8221Branded media experiences and interactive ad campaigns protect consumers from being pushed too hard with advertising messages The new and evolving experience of advertising should not only be exciting for content creators and advertisers Consumers also have much to look forward toRelatedSarah Fay Shane Steele Jack Haber Dina Kaplan and Albie Hecht on the Future of Media and Advertisingbliptv Colgate Palmolive Aegis and Worldwide Biggies Execs Focus on Convergence at JackMyers Event

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Worldwide Biggies, blip.tv, Aegis and Colgate Palmolive Execs on Digital Advertising

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