Thursday, December 21, 2006

:: adgruntie :: New TV spot tech and Digitas to Publicis

+ Publicis buys Digitas. Wonder what that means for the positions they currently have open. Maybe nothing.

Also of note: Wendy's uses emerging TV technology allowing for varied messaging at the last minute.
The Wendy's ads will reflect events in the football games, creating what ad executives call a reverse product placement of sorts. Instead of putting Frostys or Wendy’s fries into a TV program, the company will incorporate a show’s content in its commercials.
TV advertisers are also now able to vary their spots based on audience demographics, changes in weather, sales goals or the campaigns of competitors. Borrowing a trick or two from the Internet, where ads are finely aimed at Web surfers, technology companies are working with consumer brand companies to move away from the one-message-fits-all approach.

"This is where the future's going," said Chris Boothe, president of Starcom USA, a media-buying agency that is part of the Publicis Groupe. "We think that everything's going toward more customization. It's making sure that the message to the consumer is happening at exactly the time it is relevant."

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