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Advertising: The New Creative Agency

A panel discussion with experts on interactive advertising

PRICE
$20 ($15 for )

SYNOPSIS
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?

DURATION/TIME
6 videos
1 hour, 4 minutes total running time

DATE OF PANEL
March 26, 2007

Speakers

Megan McIlroy (moderator)
Reporter, Ad Age		 Frank Addante
Founder, The Rubicon Project		 Trevor Kaufman
CEO, Schematic		 Gayle Maltz Meyer
Director of New Media, Bravo
 
Marc Ruxin
SVP, Director Digital Strategy and Innovation, McCann Worldgroup		 Guy Wieynk
 Managing Director, AKQA		 Dawn Winchester
Chief Client Services Officer, R/GA		  

Exclusive Event Sponsor

Eyeblaster is the leader in integrated digital marketing services and technology. Its suite of products provides for the creation, delivery, management and reporting of interactive communications that impact user experience. Headquartered in New York, with offices in all major advertising markets worldwide, Eyeblaster delivers on the promise of digital advertising.

Table of Contents

Sections Length Size
PREVIEW
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Watch a free preview of Advertising: The New Creative Agency. 		1:56 5 MB
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Crib Sheet (PDF)
Download this outline and use it to take notes. Includes resources and other information.		    
1.

Introductions
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?

 9:11 26 MB
2. Thinking Differently About Online Advertising
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. 		12:39 36 MB
3. Production
Where are marketers spending their money, in content or distribution? Everyone can produce brand content now. How do you make yours stand out?		 11:20 32 MB
4.

Target Demographics
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.

 10:04 29 MB
5. Metrics and Competition
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.		 12:09 34 MB
6. User-Generated Content and the Evolution of Advertising
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?		 9:11 26 MB