the viral/guerilla advertisers who use entertainment in place of traditional advertising to sell products.
Bloggers who will mention/name-drop people or products for profit.
xekc
· 1 year ago
I'd split "ad agencies" into 2 large groups: ad producers / campaign managers. Those are separate if you think of a difference between online/offline ad markets - offline agencies are much more "producers" when online are much more "managers".
When you think of video ads, social media, viral - on one side and ppc, targeting, analytics on another - it's clear that people that do the creative work are not very fluent in results measuring and numbers and v.v. -
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Bloggers who will mention/name-drop people or products for profit.
When you think of video ads, social media, viral - on one side and ppc, targeting, analytics on another - it's clear that people that do the creative work are not very fluent in results measuring and numbers and v.v. -
IBM has an excellent flowchart showing the advertiser value chain on page 16 of this whitepaper: http://t1d.www-03.cacheibm.com/industries/media...
It's also a very good read on the future of advertising, and the pressures on certain players as consumers gain more control over the message.