Al Gore Says Agencies Should be Wary: Should They Listen?

Posted by: David Kiley on June 3, 2009

Ad agency creatives better look out, according to former vice president Al Gore.

Gore, who is co-founder of the cable network Current TV, delivered the keynote address at Digitas’ Digital Content NewFront event in New York City. He spoke about what he sees as a rapidly changing advertising and media landscape. Gore predicts that traditional ad models are set to change in a big way. Gore offered several VCAM (Viewer Created Ad Messages) ads. These are 30-second ads created by Current TV viewers.

Current provides viewers with creative “briefs” and certain tools and assets such as logos, taglines and product images from advertisers like HP and T-Mobile. Viewers have produced more than half of Current’s ads. And according to the former Tennessee Senator and Nobel winner, those ads are are preferred by the network’s audience by a ratio of 9-to-1, over agency produced ads.

Gore said the VCAM ads could come to displace “the industrial-revolution-like era of advertising, which produced ads that are big, blunt expensive and very intrusive”

Now, if only Gore could develop a business model for his own cable network that actually is viable then agency execs might listen more closely.

Reader Comments

akugel

June 6, 2009 3:21 AM

no. current is made up entirely of user created content, right? surely, the viewership digs this angle.

Post a comment

 

About

News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

BW Mall - Sponsored Links

Buy a link now!