This should be on the mind of every marketing and media executive. Big ideas can come out of nowhere and reinvent advertising overnight -- even in a recessionary climate.
Here are three models that might evolve during the next few years.
ADVERTISER-SUPPORTED ADVERTISINGBrands are increasingly launching their own content platforms. Some, such as Budweiser's Bud.TV, go it alone. Others partner with online media properties. P&G, for example, embedded Capessa inside Yahoo Health.
|Photo: JC Bourcart|
|Steve Rubel is a marketing strategist and blogger. He is senior VP in Edelman's Me2Revolution practice.|
ADVERTISER-SUBSIDIZED DEVICESContent is a commodity. The barriers to entry are obliterated. Still, this means we all need to make choices -- human attention doesn't scale. So how do you get consumers to choose your stuff? Simple. Use incentives.
Marketers will partner with consumer-electronics companies to co-brand white-label gadgets. Device manufacturers that are looking to enter markets with entrenched players will be the first to try this approach.
JUST-IN-TIME ADVERTISINGDigital-advertising creative and planning, like any marketing discipline, follows an arc. It's planned, placed, measured and eventually evaluated, tweaked or tossed. However, in the digital world, brands need to be more nimble.
With the help of new technology, marketers will rely on "just-in-time" campaigns that adapt to conditions. Basically, this takes the Dell manufacturing model and applies it to advertising. Ad creative will morph based on certain triggers, including sales data, blog chatter and consumer feedback, weather and external conditions, and more.