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Advertising: The New Creative Agency

A panel discussion with experts on interactive advertising

2. Highlights

Table of Contents

  1. Crib Sheet (PDF) PDF
    Download this outline and use it to take notes. Includes resources and other information.
  2. Highlights FREE!
  3. Introductions (9:11) 9:11 FREE!
    The advertising industry is going through changes. The panel will discuss the emerging technologies that marketers are using to reach consumers in the evolving media landscape. What current projects are the panelists working on?
  4. Thinking Differently About Online Advertising (12:39) 12:39 FREE!
    Do we need to look at the Internet as more than just an ad medium? New advertising models create ways for ads to add value to your life. The key is to create great content - the foundation of digital media and advertising.
  5. Production (11:20) 11:20 FREE!
    Where are marketers spending their money, in content or distribution? Everyone can produce brand content now. How do you make yours stand out?
  6. Target Demographics (10:04) 10:04 FREE!
    How is product placement changing? "How can we integrate?" is a relevant question many months before a television show even goes into production. There are clever ways to integrate content without it being so formalized.
  7. Metrics and Competition (12:09) 12:09 FREE!
    How do we know if our marketing efforts are successful? You can track pretty much anything, as long as you know what you want to track. But what makes it successful? Some metrics can be misleading.
  8. User-Generated Content and the Evolution of Advertising (9:11) 9:11 FREE!
    When should users be compensated for really great content? Will this become an issue that needs to be taken into consideration? If you create good content, brands will want to sponsor it. It all comes down to great ideas. What is the new creative agency of the future?

Video Details

Advertising isn't just a 30 second television spot any more. Creative content can be incorporated into many different platforms in order to create a brand presence. How must agencies evolve in today's media landscape? How multi-functional is the Internet when it comes to advertising? What types of consumer experiences create value? How can you take your great idea to the next level?

6 videos
1 hour, 4 minutes total running time

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