I recently attended the lecture of Joanne Zaiac, President of the New York branch of Digitas. Her lecture was part of the Newhouse Advertising Speaker Series. Digitas is a digital ad agency that is one of the leaders among the integrated brand agencies. Her presentation focused on creating an effective ad campaign through social media and other interactive technologies. She called brands who participate in this type of advertising, active brands. An active brand is a brand that goes beyond simply delivering advertisements to the masses. An active brand engages potential consumers to participate in the message. Whether it be through a game, or a series of videos, active brands elicit participation from its viewers. When they capture the audience’s attention and entertain them, there is a better chance of their product being sold.
What I found particularly interesting was her prediction that everything will be considered in the Digital category within a few years. She said that at the current rate of growth, digital advertising will overtake traditional TV advertising. She also noted that TV will most likely merge into the Digital realm. This was a bold comment but I believe it will be true.
Ms. Zaiac’s presentation was very informative and went in depth into an agency and industry that is still in its early stages. Who knows where it will be in five years.
