Magazine article Marketing

Opinion: Marketing Society - Free Your Minds

Magazine article Marketing

Opinion: Marketing Society - Free Your Minds

Article excerpt

The recent Thinkbox Experience, staged by the UK commercial TV industry at Olympia, will prove to be a seminal moment. I believe it will change not only the way marketers regard the medium of TV, but more important, what they expect from it.

Pandora's box is well and truly open, but this time we like what we see. Creatives are no longer constrained by the 30-second format, planners are challenged by a new paradigm in TV planning, and new types of agencies are beginning to emerge to populate this landscape.

It was evident from Thinkbox that the days of interruption marketing and the old awareness-driven models are numbered. We can now interact with consumers on the TV platform in ways previously possible only through live-experience marketing. Indeed, we can now link our TV strategy to all our other marketing activities in new and exciting ways.

So, how do brands take advantage of the plethora of these opportunities to engage, entertain and interact with their customers? How can they integrate their TV strategy to satisfy an increasingly experience-hungry audience?

What challenges will this new paradigm present to the traditional creative approach to TV advertising? How do you plan media strategies in a world in which everything is becoming media? …

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