The message has been attened and is no longer static. The New York Times is no longer 'the' mass media authority on news, politics, culture and entertainment. Brands are no longer the single mass media source of information about its products and services. Today, consumers exert signicant inuence over the publishing and distribution of content once dominated by media giants, content kings and advertisers. The Age of Wikipedia has arrived and the Collective Content Generation has seized control of the content, the message and the opinions in a manner so disruptive as to only be described as the democratization of media. People want less advertising and more service; self-serving ad spots devoid of infotainment will fall short of potential marketing objectives. In a at world, people want something relatable not aspirational, something to talk about by reaching out and connecting on common ground.
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Popular web videos are today’s new Superbowl commercials - except they happen every day in the form of short, entertaining video clips. The players - the Superbrands who reach great conversation heights online and ofine - have procured the talent and resources necessary to generate branded video content that people talk about, share and recall favorably. Superbrands have evolved to provide on demand service in an ultra-mobile economy where the divisions between home, work and play time has condensed or permanently altered. Superbrand marketers understand that consumers don't have a short attention span; they have a short attention span for the perfectly crafted, dull, self-centered sales-pitch. Superbrands fully comprehend the reach and impact that one short, catchy video clip can have if it catches the attention of an active member of an online social network.
Published on Apr 14, 2009
Respondents forecast new ways marketers can use web video to reach the millions of people who are joining the video snacking and social medi...