Media Post: Bored Consumers Need Ad Innovation

MarketingFix co-conspirator Steve Hall posted this on his site, Adrants, yesterday, but was too selfish to share it with us guys

The article summaries a presentation given at the iMedia Summit by Tom Cotton, president of DDB Integrated Solutions Group, on using entertainment to engage an audience. It includes good insight including:

And the beauty of interactive applications is that it's completely trackable, unlike other forms of media, including non-interactive-enabled TV. The Terry Tate site had 11 million film views - equivalent to 66 years of streaming - 5 million site visitors and, most significantly for the client, 700,000 registrants who told Reebok information about themselves. The buzz included appearances on TV, including The Today Show, and Tate even cut the ribbon on last month's Boston Marathon.

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