Interesting to say the least.
Nick Brien, CEO of Interpublic Group of Cos.' McCann Worldgroup, spoke at Ad Age's Media Evolved conference about the new found importance of technology in the advertising world.
I know what you're thinking: Obviously its important. It's changed dramatically in the last two, five, and ten years.
However, Brien offers some interesting commentary. He says that advertising used to be about strategy meeting creativity. Today, it is about strategy, meeting creativity, meeting technology. He argues that this new found fusion creates a whole new world of ingenuity and potential. He dubs this new world: "Media 3.0."
Checking Facebook, eMail, logistics for work, graphs, playing video games, skyping with parents. At Once.
A very interesting point Nick Brien makes, one that is often overlooked, is that there is no shortage of ways to measure performance. Now we're able to see data and see it clearly. With every day that passes, uncertainty continues to dwindle.
What does this mean for the future?
There will be no more bullshitting the client, for one thing. When promises are made, promises must be delivered. An idea, however creative, absolutely must be able to produce results. It can be as interesting as it is unique, but fly so far over the consumer's head that it actually turns off people from the product. That can be measured now.
Personally, I'm still interested to see how Facebook ties into the future. It is an advertisers dream. But at the same time, privacy laws and public safety mean so much more to the future of our world than whether or not you can force feed people crap on their personal pages.
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