Four interrelated trends are forcing advertisers to rethink their approach to advertising messages, what form they take and how they're delivered.

They say content is king -- again! But now it’s true more than ever. The traditional advertising industry was built upon the interruption/disruption model. Consumers understood that if they wanted to experience free content -- in the form of television shows, music on the radio, etc. -- they would have to put up with ads, most of which were perceived as irrelevant, boring, annoying or all three! In this standard construct, ads were seen as a “necessary evil” in order to support the content consumers really wanted to see.

But the interruption/disruption model is dying out. Why? Four interrelated trends are forcing advertisers to rethink their approach to advertising messages, what form they take and how they’re delivered:

1) Consumers increasingly are in control of their media content, and can easily eradicate ads they don’t want to see.

2) With the internet, media fragmentation is expanding exponentially.

3) Over the past few years, consumer trust in advertising messages, and the ad industry in general, has plummeted.

4) Consumers are creating their own content with the help of video sites, blogs, social networks, wikis and other digital communication platforms.

As a result of these trends, advertisers and their agencies who want to engage with today’s consumers will have to start turning their ads into content. Ultimately, they will need to be able to produce content that is so compelling, relevant and entertaining, consumers will seek it out, and want to share it with others.

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Speaker(s): Geoffrey Ramsey, eMarketer; Sean Finnegan, Vibrant Media and Carol Kruse, The Coca Cola Company

Format: 00:47:50, 54.7MB, MP3