Cartt.ca at BANFF: Advertising to change in the digital revolution, as the lines blur further

By Tara Blasco Raj

BANFF – With advertisers needing to find a way to catch the attention of consumers who can choose, when, how and if they want to view traditional advertising, creativity is the name of the game. Not completely dead, but on its way out is the “30-second spot,” says Sunni Boot, president of media buyer Zenith Optimedia during a panel on “New Frontier: Product placement and Branded Entertainment” at the Banff World Television Festival. “We know (as advertisers) we need to move to engagement.” As a result, marketers are becoming involved with content development. They are working with writers, producers to...