Advertising agencies rely on data and audience targeting to create the video components of larger ad campaigns. But now, with ever-evolving video platforms, there is a growing demand for sponsored content, integrated programming and short-form video in all forms. And with agencies’ experience in targeting niche audiences with a :30 spot, media companies are turning to them to create programming that appeals to specific audiences.
According to Variety, this trend is creating a change in the ad agency model.
One example is Spike TV’s Nissan GT Academy, created by TBWA Worldwide and made in partnership with PlayStation’s “Gran Turismo 6.” The idea is to create content that will engage viewers so completely, they either won’t notice or won’t mind the advertising woven throughout the series.
Read more at Variety.
Brief Take: As technology changes, the rules of the game change with it. The same goes for ad agencies. Creating programming for media clients used to be side projects, but new media and digital delivery are allowing agencies to more often act as almost pure programmers—with a little bit of advertising sprinkled in.
[Image courtesy of Spike TV]
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