CES 2014: Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms
At CES’ Digital Hollywood track, a panel of executives from DigitasLBi, OgilvyEntertainment, Saatchi & Saatchi, Microsoft , and more explored the changing relationship between consumers, advertising, and media platforms in the “Contextual Media & Advertising” session.
While long-term pre-planned campaigns still remain an important part of a brand’s advertising strategy, DigitasLBi’s Anne-Marie Kline, SVP of Content/Managing Director of BrandLIVE, explored the increasing importance and growth of real-time marketing. It’s not just about acting quickly—successful RTM finds the intersection between what people are interested in and the brand purpose. The content should always feel right in the moment—even if you planned it a week ago.
Part of the growth of RTM, and content strategies in general, is understanding that content isn’t free or separate from the rest of your media plan. The right owned, earned, and paid strategy has become an increasingly important factor. The way Kline explained it, daily content calendars are a waste of time. Posting to Facebook at 11:00am every day isn’t going to drive business. You should only be publishing content if you have a distribution strategy.
Good content also requires real investment—in your teams, in your content—for it to drive results. Doug Scott, President of OgilvyEntertainment and the panel’s moderator, touched on the misperceptions surrounding content. People will usually label content as non-working media dollars, but that’s ridiculous because it drives earned media—which makes it working dollars.
The money spent on making content may also move locations in the upcoming year. Eric Johnson, President and Founder of Ignited, predicted that we’ll start to see a shift in where production media dollars are bought and sold—from New York to Los Angeles. Now that anyone can be a star on YouTube, we’ll see even more of Hollywood’s influence on content and advertising.
A New Word for Advertising?
Should our industry even call content strategy a part of “advertising” anymore? Kline made the prediction that in the future we’ll need a new word for advertising, because the process has changed. It’s less about shouting your message at consumers, and more about creating emotional, friendly connections with them. The rest of the panel agreed—and tried to come up with a new term, though nothing was officially coined.
In order to create the kinds of connections that Kline mentioned, she also advocated for a change in the way agencies organize their teams. On top of recruiting vertical experts and creative talent, in the future agencies will also need to go after people with a bit of an improv background: people who are flexible, who can react quickly to the information and data that’s coming at them in real-time—so that their brands connect with audiences more authentically. The changing relationship between consumers, advertising, and media platforms requires a new team model for agencies—an ensemble where everyone wears a few different hats, and makes clients a part of the ideation process. As Kline puts it, “It’s messy but way more fun.”