Came across this the other day and although it was written back in Sept 2007 and we all know how quickly things become outdated a lot of it ...

Trends In Digital Advertising for 2008

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Came across this the other day and although it was written back in Sept 2007 and we all know how quickly things become outdated a lot of it was pretty spot on - the overall sentiment that digital will continue to be absorbed into an agency's DNA is becoming increasingly apparent as the lines are blurred. I think 2 of the most interesting points were the shift from creating TV ads to creating experiences and also the rise in the importance of social media. We all know that big ad agencies are running scared of moving away from the set play TV ads as they know that you can reach millions of consumers via a quick, engaging viral BUT they can't bill the huge production budgets and see their ad in the Corry break. Also re: social media we have defintiely seen more briefs go that way and whilst I think social media is very important to consider for future briefs it has to be incorporated into the general thinking and planning as opposed to a being a strategy by itself.
As we say these really are the most exciting of times in the communications industry and the agencies that are running scared are the ones that really should be !


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