Magazine article ADWEEK

Anne Bologna: iCrossing's New Chief Strategy Officer on the Need to Infuse Creativity into Ad Tech

Magazine article ADWEEK

Anne Bologna: iCrossing's New Chief Strategy Officer on the Need to Infuse Creativity into Ad Tech

Article excerpt

You've been in the industry now for more than 25 years. What is technology in advertising like now compared to when you began? I think there are two significant shifts in the industry. One is that we have not seen this level of disruption since the invention of the television. The second is we are no longer a business-to-consumer economy. We are a c-to-b economy, which means the consumer is empowered to be in control. They have the tools and technology to actually control their entire lives. Back then in the '50s, systems had to be created. It was the commercial, the pod, the advertisement. It started with soap opera, right? So now fast-forward to 2016 and we're in the process of creating new systems.

Based on that metaphor of TV, what are the programs needed now if the modern box is the Internet? Brands need to plan around consumers, not around their products. You can't just push your product through normal distribution channels. You can't decide that just because you've got this endcap at Walmart that people are going to come. Because there's Amazon. And there are apps. Brands have to plan around people. They have to be where people are and provide them with things they want to engage in, but that also move them obviously through the purchase funnel.

Is native advertising the right answer for bridging experience and effectiveness? I've never been one of those people where there's only one answer. It's not about content, it's not about viral, it's not about social. …

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