From the Tyranny of Digital Advertising
Not service, not content
When great interactive advertising works, it provides the ability to have a deep and meaningful relationship with people.
Whether services like Nike+ Running are advertisements is irrelevant: what matters is that because they are digital services, they are another way for brands to communicate with the people who buy or use their products in a meaningful, useful way.
The Product is the Service is the Marketing
There’s a way of looking at digital advertising where you draw a line between content and products or services.
On the content side is essentially TV and print advertising built for a networked world. It includes things like “viral” YouTube and Vine videos, Facebook posts, Twitter hashtag and Instagram campaigns, because these are essentially the new kind of consumable advert on different services.
These things are not so different from the TV spot of old - they are self-contained, short messages of communication that can now, thanks to networks, be passed around from one person to another, be commented on and be measured.
All of these messages are produced more quickly, in response to audience feedback, but in the end, they are atoms and atoms of advertising messages, shuttling around the new distribution networks that have already earned attention.They are, essentially, advertising agencies as meme-miners, chipping away trying to find the next meme-nugget to attach to a brand line and release into a media ecosystem where it can attract attention and multiply by getting people to repeat it.
From this piece by Dan Hon.