When companies like Verizon Wireless wanted to have more foot traffic to its retail stores, the brand used conventional advertising an onsite system like Stop Motion Studio. Clients could make animated and short videos, designed with tiny reindeer, Santas, snowmen and other props, to utilize their holiday greeting. This was not the usual telecom advertisement, it is done by Sapient Nitro, an ad agency, it was a fun and cool destination that used the 30 second TV spot video.
Donald Chestnut, the CEO of Sapient Nitro said,
"We wanted to appeal to people's passions while showing them how to get more from their devices. They could create something totally unique and personal to share. It pushed the envelope for the technology, and it pushed the envelope for real content."
The event, which spawned an ongoing workshop series, shows just how much the advertising business has evolved. We're moving into two-way relationships between companies and consumers, occurring everywhere from Tumblr, toInstagram, to store fronts and taxis."
Consumers are always running in and out, ad agencies have had to know how to cater to a tablet and smartphone wielding population. The target may be spotting smart watches or other high-tech wearable, giving even more challenges for firms and their agencies.
The rise of video
Where brands are hungry of high traffic portal, video takeovers, with snappy video message, have been more sophisticated and common. Hollywood film studios always use the strategy and T-mobile did a remarkable takeover on blogs and tech websites to match with the current Apple iPhone 6 launch.
Hitting the bullseye
Cheaper and easily accessible data means better hits, which leads to more significant ads for clients. Browsing for high end designer bags, online shoppers may see ads for Christian Louboutin and Dolce & Gabbana.
The impact of change
Not all evolution in the advertising business is good. Those like one-off video that goes viral, the little bright moments that lodge themselves for a brief moment into the pop culture.
