The future of advertising will be content-based

Simon Cox, vice-president and head, Turner Media Innovations, EMEA has said that TV advertising will increasingly be based around content in its own right rather than take the form of the traditional 30-second spot.

Speaking at last week’s Future TV Advertising conference in London, Cox said that advertising in the future could increasingly take the form of games, competitions or other forms of content designed to drive viewers to a retail experience. This ad-based material had to enhance content that was already available on the channel.

“Average advertising will not work in the future,” said Cox. “It needs to be wrapped around content.” While kids were obvious early adopters, these types of new types of application were also relevant for other segments of the audience.

Cox said Turner had done work with L’Oreal on a kids shampoo product and had built a campaign where kids got involved in competitions that made the brand relevant for them. “It is possible with other things but you need a great brief from the advertiser. Otherwise it is very difficult,” he said.

You can read more over at Digital TV Europe Channel.net