Mike May: Act Like A Publisher, Think Like An Agency

Authored by Robert Spears on June 29, 2006 - 9:15am.

Mike May, a moderator at last week’s Digital Media Conference, writes about a new style of online ad campaign mentioned by Shervin Pishevar, president & COO of Freewebs during the State of Online Advertising panel. Freewebs innovatively helped Sony promote their movie Zathura, by enabling Freewebs’ 11 million member online community to integrate online games developed for the movie into users’ profile sections. The campaign went well beyond a conventional banner campaign that would simply promote the movie and its related games. May expounds that what was most significant about this case study was that Freewebs was able to develop both the media AND delivery platform, while, of course, providing the targeted audience. In essence, May sees the role of publishers evolving such that they can provide media development capabilities that ad agencies have traditionally provided. More can be read here.

http://tinyurl.com/qzsxy (MediaPost)
http://members.freewebs.com
http://www.sonypictures.com/homevideo/zathura/index.html