David Scott Carlick explains how interactive keeps running off in new directions, pinging around like Pachinko balls through all the applications and content from computers and phones.

Fourteen years into interactive and it is still new media. Why? Because the "old" media world keeps waiting for interactive to act like traditional. Instead of gathering hundreds of millions around a new electronic fireplace, those hundreds of millions are pinging around like Pachinko balls through all the applications and content from computers and phones. Interactive keeps running off in new directions:

1) Clients and agencies have to recognize that (like PR) the business is very labor intensive. You can’t live on 15 percent, and you shouldn’t try.

2) New levels of automation are required to match the little balls bouncing through the Pachinko. Online advertising is online matchmaking – the right offer to the right user in the right environment at the right time.

3) Advertisers have to play in newer niche environments where the user is focused on a goal, and help them get there.

4) Advertisers have to get comfortable with uncomfortable environments. You aren’t sponsoring an environment to reach a demographic, rather you are sponsoring potential customers while they entertain themselves.

5) Creativity has to be defined as creating a user experience, not an advertising showpiece. When creating interactions, it’s the software that matters. There is a reason why immersive games are out grossing passive movies.

David Scott Carlick will show examples of each of these, and then point to the real conclusion. Don’t miss it!

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Speaker(s): David Scott Carlick, Managing Director, VantagePoint Venture Partners

Format: 00:46:21, 53.0 MB, MP3