5 Ways the Advertising Industry Is Preparing for a Digital Future
(Visit Mashable‘s original article)
Chris Schreiber is director of marketing at social video advertising company Sharethrough. A leading expert on social content strategy, Chris recently presented a two-hour workshop on viral video at the Cannes Lions festival, entitled “Making Videos Go Viral: Creative, Social, and Technological Techniques.”
Last week, the world’s top brands and agencies descended on the Cannes Lions festival to discuss creativity in modern advertising and to anoint the campaigns that most effectively captured our imaginations. While the conference was renamed this year to the “International Festival of Creativity” (previously the “International Advertising Festival”), it featured an unprecedented amount of participation from blockbuster technology companies such as Google, Facebook and Microsoft.
Over the course of the week, the significant relationship between the powerful new forces in technology and the creative output from the advertising industry became quite clear. As the web increasingly empowers us to choose and share the media we care about, brands genuinely commit to creating content and experiences that thrive in our on-demand culture.
In this article there are five video’s which show different themes of majors changes of the world of advertising.
[ A New Wave of Experimental Marketing]
The first video was a nike commercial which showed different soccer player’s showing a future glimpse of what would happen if they make their goal. The visuals were compelling and action packed.
[Content, Not Ad’s]
Unlock the formula was Coca Cola’s video which showed multiple images and clips of coca cola and the secret behind their formula. What made it special was the usage of cultural content in it, showing different time periods but have a connection due to coca cola. The overall feel of this ad had a little creepy side to it.
[ The Shift from Communities to Collectives]
An ad for Sneakerpedia which is a wikipedia style site powered by Footlocker for “sneakerheads” to document the history of sneakers. It’s the buzz of this site that makes it sucessful.
[ The rise of the “Creative Technologist”]
Advertising is becoming digital and agencies are looking to bring in more developer talent to help create new and original products. Interactive media is becoming an essential to advertising these days.
Last but not least the [ The Gaga Effect]
The Gaga Brand has been taken globally where people all over the world can say that they would know who Lady Gaga is. By using digital tools she broadens her fan base all over the world.
