There was an interesting exchange at a recent imedia Brand Summit event, which you can witness on this video at approximately 7:12 minutes. Chris Young, Doubleclick’s EVP for “Rich Media & Emerging Division” (I kid you not. That’s his job title) asked a question of speaker Sean Finnegan. Finnegan is the CEO of OMG Digital, a new Omnicom global division advancing interactive marketing. Finnegan was touting a viral campaign to drive (literally) young folks from bars directly into `were open all night’ McDonalds. Doubleclick’s Young reflected on the work his company and other major online marketers are doing to create an “embedded relationship, friendship, with the consumer.” He cited the trend among Doubleclick’s clients to develop “long-form webisodic content, creating a series.”
Finnegan’s reply was very telling–and should serve as another wake-up call for all those who care about the further merging of editorial content and advertising. He explained that agencies are “merging the digital groups with the entertainment marketing groups,” expanding what they had been previously doing with such approaches as “plot integration.” Interactive advertising, marketing, big brands, and editorial content all intertwined is the basic business model for much of the new media world. That’s why we should address now–before it’s too late–what the rules, safeguards and alternatives should be.
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