By LOUISE STORY
Published: August 6, 2007
From: www.nytimes.com/
It is only a matter of time until nearly all advertisements around the world are digital....
Greater production capacity is needed, Mr. Kenny says, to make enough clips to be able to move away from mass advertising to personalized ads. He estimates that in the United States, some companies are already running about 4,000 versions of an ad for a single brand, whereas 10 years ago they might have run three to five versions. And he predicts that the number of iterations will grow as technology improves ...
Digitas executives say that consumers end up with a better experience — even a service — if the ads they are shown are relevant and new.
“We now know how many times they’ve seen this ad, so stop annoying them,” said Mark Beeching, executive vice president and worldwide chief creative officer of Digitas. “The more you can standardize and automate in terms of making different versions, hallelujah. That money should be spent creating more content.”
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Along with automation, low-cost workers abroad will help create more versions of ads. The Publicis Groupe’s new employees in China, gained through the CCG deal, are paid well by Chinese standards, said Neil Runcieman, former chief executive of CCG and now chief executive of Digitas Greater China ... more >>>
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