Gadgets: Ad Land’s Newest Inventory

Ask any interactive shop to build a campaign and you’ll likely get a digital centerpiece that costs a small fortune, such as a mobile app for iPhones or a team of bloggers driving cross country bragging about your brand via Twitter and a microsite. This blockbuster approach appeals to both CMO egos and agency paychecks, putting the client at the center of a new communication hub.

It’s also wrongheaded because in a world of billions of Internet-enabled devices with fragmenting formats, any attempt at building a single portal will fail. The only way to succeed in our tech-morphing landscape is to treat device proliferation as a new form of media inventory, and to vastly increase placements in each category.

via Gadgets: Ad Land’s Newest Inventory.

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