Google recently said that it is investing on creative side of the business and will also work closely with the creative advertising agencies. It is merely validating the belief that in digital it is a thin line between creative and media.
Modern gadgets are now bringing together communication, entertainment consumption and utility applications together making consumer behaviour unpredictable. As sharing, tagging and the likes in ‘social’ takes centre stage, people decide what will get consumed and pushed.
It is not surprising that conventional media metrics find itself lacking. ‘Opportunity to see’ is now a billion times more than what it was earlier. Therefore, merely planning to create opportunities to see with or without scientific means or tools is surely not enough. What and how is it delivered and the experience that can be provided will be the key. “Transmedia Story telling” is a term coined by Henri Jenkins, citing the need to tell stories (effectively communicate) in a highly fragmented media space where content is now delivered through multiple platforms.
Media agencies are now acquiring creative skills while creative agencies are equipping themselves with media capabilities. It is coming a full circle again.