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June 20, 2006

I increasing believe that in order to survive and grow in a digital, networked, social, participatory world, media companies need to evolve into marketing services companies. Here’s what’s driving me to that conclusion.

Advertising took another significant step yesterday towards graduating from paid media placements (i.e. traditional ads). Ironically, it starts with a paid media placement on The Huffington Post:

HUFFINGTONPOST.COM THIS WEEKEND LAUNCHED A video ad promotion featuring seven TV ads, all selected for their high “viral” potential–meaning some quality that makes them likely candidates for e-mail forwarding. So far the ads, produced by agency JWT, are purely voluntary viewing; visitors have to click on a small video screen on the site’s right-hand side to see them.

JWT, formerly J. Walter Thompson, purchased the ad space for this pilot initiative, which will offer TV ads for Ford, JetBlue, Levi’s, the Partnership for a Drug Free America, Scruffs, and Billy Collins–all chosen for humor or novelty value.

This is the future — advertising that is worth watching not because you are forced to do so through interruption, but because the marketing message itself is entertaining or useful.

And thanks to the fully networked Web 2.0, viral marketing is no longer just a buzzword. Sharing has gone mainstream.

(Continued at Publishing 2.0.)


Originally posted by Scott Karp from Publishing 2.0, remediated by yatta on Jun 20, 2006 at 12:07 PM