The classic ad shops on Madison Avenue are still too married to the idea of old media — television screens, newspapers and magazines. Mobile screens and the diverse set of social interactions means a new kind of thinking about ads on social media platforms like Instagram.
The best ads are those you can’t see but still instill a deep emotional connection. Social media advertising requires a careful balance between organic engagement and pushing sales. It’s the “new new creative.”
The Internet is going through similar transition, where “creative” is adapting to the medium and thus creating an advertising and brand experience that elicits an emotional response — the atomic unit of marketing. [Some call it native advertising, but what a god awful word — and shameful that industries — media and advertising — that deal in words and ephemera couldn’t come up with a better description.]