Interesting interview in the 11/23 NYT Magazine. The entire interview is definitely worth a read but the last 4 responses from the interviewees really says it all when it comes to where we are going with advertising. I think this only bodes well for us at PostOp.
Bastholm: At my company, we’re starting to redefine ourselves from being an ad agency to being an entertainment and technology company. Because that’s basically what we do; we deliver branded entertainment of various sorts through a number of different technological channels. You used to have this monolithic structure where your output was 30-second spots that cost an increasing amount of money to make, and it cost more and more money to put them on TV. That massive money machine is probably going to go away, but I think the money spent on all these different channels, at the end of the day, will probably be equal to what used to be spent on TV spots.
Palmer: I’m not sure it all equals out. I think that for people in the marketing industry, it’s objectively more difficult to get the same results or make the same amount of money as you did before.
Bastholm: Trevor Edwards, Nike’s main marketing guy, had a great quote. He said, “Nike’s not in the business of keeping media companies alive, we’re in the business of connecting with consumers.” That sums up digital pretty nicely.
Rasmussen: Clients are not saying, “Make us ads” or “Make us Web sites,” they’re saying, “Create interaction between our brand and our customers.” That’s our job now.
via The Screens Issue – Multiscreen Mad Men – Advertising in a Post-TV World – Interview – NYTimes.com