Imagine This... When Traditional Advertising Is Dead
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Feb 19, 2025 Neal Zuckerman, Managing Director at BCG and media strategist, dives into the upheaval of traditional advertising. He reveals how companies from various sectors are becoming content creators to engage consumers authentically. Zuckerman discusses the evolving landscape of streaming and the necessity of bundling in subscription models. He emphasizes the importance of having a Chief Content Officer and explores the future of local news, advocating for nonprofit models to sustain journalism. With insights into the role of AI, he highlights the need for emotional storytelling in content.
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Companies Become The New Media
- Consumers want to be educated, entertained, enlightened, and connected in communities.
- Companies that create authentic content can become new media powerhouses.
Authenticity Trumps Traditional Ad Voice
- Social media taught consumers to value 'authentic' content and personal connection.
- Traditional advertiser voices feel inauthentic compared with casual creator-led formats.
Northwell Health's In-House Studio Example
- Northwell Health created its own studio to make unscripted shows about doctors and hospitals.
- The goal is to humanize the HMO and build emotional connections rather than run ads.
