Madison Avenue already has enough to worry about. Online advertising placements are
increasing while traditional media spending is flat. Consumers are so damned fragmented, it is increasing difficult to reach anyone—and if you do, does your audience pay attention? Well, get ready, because there is more. Now, certain advertisers are going to give customers a chance to produce and air their own commercials. The Current TV network created by Al Gore (remember him) allows viewers to program at 30% of broadcast content. And
according to
Ad Age (free registration required,) Sony Electronics, Toyota Motor Sales USA and L’Oreal Paris are signing with the network to test consumer-created advertising. Sony is pleased with the test entry they received from a 19 year old amateur animator.
Marketing Blurb believes that advertising agencies do not have a lock on creativity. Production values are an issue, of course. But you know the real fear—consumers are not unionized, and they want your job.
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