Advertising and Convergence Culture

Panelists: Mike Rubenstein, The Barbarian Group; Baba Shetty, Hill/Holliday; Tina Wells, Buzz Marketing Group; Faris Yakob, Naked Communications; Bill Fox, Fidelity Investments

Big issue in branding: adding value and using new media but controlling how your media mixes with other media -- the context (of consumption).  So marketers need to accept the lack of control.

"Direct marketing" TW: "Advitorial" - "The Hills" "Hampton High" on MTV(?): made it clear how to be an engaged audience member (building easily accessible ads, marketing campaigns as part of everyday online consumptive experience.

FY: tries to get clients to get over idea of control, and appropriation makes it all more interesting to audiences, and does it work to increase branding ("Skins" ads? <http://www.channel4.com/entertainment/tv/microsites/S/skins/index.html>)

"The more advertising shapeshifts into entertainment, how "qualified" is the audience as potential customers? e.g. I love Bud.TV's "Swear Jar" video, but I wouldn't drink Budweiser if they paid me." Josh: are people just consuming this as another form of entertainment content? Does it generate consumption?

Adverts now invade content because audiences can evade it.

FY: We can show that people like some stuff (entertaining ads) and that some buy some stuff, but it's hard to tie the two together.  // [All this advertising comes down to brand recognition in the store.].

BF: Look for a balance between entertainment and info about the product.
FY: But the Cadbury chocolate Ape Phil Collins commercial breaks the mold/model because it generated a lot of sales from its creativity. [[me: the intermixing influences of the emotional and rational responses to media objects.]]: SubservientChicken: BS: there was the return to "Have it you way" and rather than imprinting it on everything, just give everyone a subservient chicken.

? from Josh: How is the value measured?  MR: Sure, numbers of users.  And does that equate to more sales? from a cool factor?

"In the early days of Television, shows were "owned" and branded by Philco, Texaco, GE, etc. How will branded entertainment be different, or is it the same thing?"

TW: "Mindset marketing" e.g., urban consumer (culture) // Don't we see this in Heroes with the Nissan Versa.  And then in the Office this product placement happens.

How do you counter negative buzz? BS: give consumers ways/channels to contact producers, participate, using social media. Social media empowers consumers in ways that force producer/marketers to respond and are nervous about putting things out there.

How do you deal with “user-generated content” (UGC)? MR: we want it but don't know how to or want to deal with it; it can be good for you but also bad. [[how to limit UGC, then?]] FY: Ask for modulation of content rather than original content (remixing) -- has more currency than firing your ad agency. Getting buying during process like with commercial and releasing shooting location so buzz is created.

How do agencies reconcile the idea that young, sought-after audiences are also the most resistant to big corporate advertising?
TW: Misconception based on her experience. Teens don't like being talked down to or stupid ads.  It's about making lives easier and offering valuable information.  And can work for Tide, cars, and tampons.
BF: give it to me and make it relevant, and they are more educated and skeptical, but they know what brands they want  . . . .
FY: based on socially recognizable objects/meanings.
TW: brand loyalty = identity = brand loyalty. 
MB: Communicate to people on their level.

TW: b4 product creation research the needs and desires of market and then create a product to fit the market.  Listen and stop over-marketing.  Focus on the science of finding out what people want.