Nowadays, advertising executives not only have to be creative when developing content, but also have to be innovative about the media they use to present ads. I’ve come across the following two examples that have recently generated a lot of discussion.
- We7 allows free music downloads but only if you can put up with an ad (of up to 10 seconds) attached to your music tracks.
- A new novel, The Average American Male, chose to reach its target audience via YouTube. A series of low budget videos were produced and placed on one of the most popular video sharing web sites. Apparently, it has had more than a million views and a hugely positive impact on sales; during the course of two weeks, they have gone to press three times and have doubled their initial print-run. Sounds like a viral marketing dream come true for the publishers.