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Posted by: buzztone   |   1/5/2013   |  

Mighty Morphin Content Ads

 

It’s an ad! It’s content! It's a Content Ad. 

Advertising isn’t dead, it just has to adhere to the rules of engagement: be essential or interesting or informative or entertaining or touch an emotion...or be gone.

“ConAds” are found everywhere, from bus shelters to magazines to the floor of the grocery store. This is more than product placement in content; this is content designed to showcase a product. Smart devices allow access to deep info, incentives and frictionless invisible payments (like voiceprint) so you can purchase anywhere/anytime, even in the bathroom (where 75% of us now use our phones).

Look for agencies to add editorial staff as the lines blur between content and marketing. ConAds will become value-added marketing that not only increases loyalty and engagement but also creates a new source of revenue for TV networks through 2nd screen content apps. 

And that’s just the tip of the iceberg. Surveys, viral videos and even sporting events will actually function as  ConAds in 2013.

   

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Categories: Advertising

Personal Tags: product placement, second screen, viral videos, voiceprint

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