Rich Context Advertising

Another article -- this from the NAB Daily -- continues to push the idea that quantity is not the future, it's quality of advertising experience.

From the NAB Daily, Zahava Stroud, president of the iHollywood Forum, says major brands are looking for ways to build mobile and online communities with broadcast content.

Lot of talk about Gatorade's Mission G, and one session that gives us a new buzz phrases -- "hiearchy of engagements" and "portable multiplatform experience" -- that nugget from none other than ABC Television. Another session was entitled "Brands as Content Creators."

Takeaway quote, this from Brett Wilson of Tubemogul:

"The smart advertisers have decided to stop interrupting other people's content and instead create their own content."

A big part of that call to action can be found in the IBM's Beyond Advertising strategic paper. Sure, they want you to use IBM servers to do this, but its really clear that effecting consumer-centric marketing is where we are headed.

Guess who is a major Brand that has always been a Content Creator -- that's your campus.