Thursday, September 6, 2012
Featuring: Jason Dailey (Bing, Microsoft), Allison Kent-Smith (Goodby, Silverstein & Partners) and Shane Santiago (SBS Studios)
When it comes to advertising, digital is king. It isn’t just the extra point capping off a game winning touchdown drive — it’s the 80 yard bomb to the corner of the end zone. Digital isn’t simply a piece of your ad campaign. It IS your campaign.
Thanks to new innovations in digital technology (paired with an enormous availability of consumer insights), advertisers are reaching their target audience with lightning speed and pinpoint accuracy. Yes, Madison Ave seems to have found its renewable source of energy…in Silicon Valley.
But as digital advertising grows, so too does a dependency upon technology to meet client advertising goals — a dependency which brings forth a new dilemma for agency creatives:
To what extent should technology dictate creativity – or should it at all?