AdTech: Story Telling the future of media

Via DMNews.com:In a presentation called “Dreaming of Disruption,” David Clark, general manager for North America and executive vice president of advertising at Joost, discussed the future of television and the Internet, and what it means for advertisers.

“The key for any of us in changing our sport is knowing what is sacred and what is not,” Mr. Clark told the gathering of interactive marketers. “Marketing and communications is sacred, advertising is not.”

“We are not convinced that the 30-second spot is dead,” Mr. Clark said. “On the contrary, if done right, it can be really effective.”

The challenge of marketers today is to engage consumers in the same way, only within a fragmented marketplace.

The key to getting this attention is through good storytelling, regardless of the format of television, Internet or some amalgam of the two. Marketers should focus on good storytelling and then allow the ads to be interactive, targeted and relevant.

“Consumers are still looking for marketers to tell them about products that are relevant to them and make their lives better,” Mr. Clark said. “The new ad model should be based on interactivity, measurability and targetability.”

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