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Advertising, in my opinion, today is an amplification tool for content,
messaging, and creative that engages inspires, and/or educates a consumer which
is why I believe our ecosystem is healthy. We are forced more than ever today
to create and develop engaging creative while also leveraging vast amounts of
tools and data to convince users to give our product a try, write a review,
tell a brand story. It's a fascinating time. One clear indication of the health
specifically from a consumer standpoint is the growth of e-commerce and the one
to one relationship we can create with brands. The communication between users
and brands is impressive, but stretching this to the ad level and how we now
can develop creative (mostly video, because video invokes emotion) that invokes
conversation about a topic or category that could potentially lead to a sale.
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