The document discusses how the internet and social media have disrupted traditional advertising by allowing individuals and brands to connect directly. This means that paid media is being replaced by owned and earned media through creating and sharing content online. Many brands are now realizing they need to produce a large amount of content to engage audiences across various social channels. This is leading brands to look more like publishers and is creating new opportunities for agencies and companies to help brands with content creation and management as this becomes a major area of spending.

1. In
the
traditional
world
of
media,
brands
would
buy
ads
to
connect
with
consumers.
Tv channels,
magazines,
newspapers
they’re
the
curators
to
reach
thousands
or
millions
of
people
at
a
time,
and
brands
would
support
them
and
come
along
for
the
ride.
1

2. The
internet
and
social
media
has
disrupted
that,
individuals
can
skip
the
ads
and
connect
with
one
another
for
information
or
entertainment.
Bloggers,
youtubestars,
they’ve
taught
themselves
how
to
make
content
that
attracts
and
engages
fans.
2

3. Without
publishers
as
the
gatekeepers
brands
can
connect
directly
with
individuals
as
well.
It’s
potentially
cheaper
than
buying
ads,
creates
a
deeper
relationship,
and
can
just
be
more
fun-­‐ like
our
friend
Mustafa
here.
3

4. This
means
the
old
way
of
reaching
consumers,
paid
media,
is
being
replaced
by
direct
connection-­‐ also
known
as
owned
and
earned
media,
which
basically
just
means
making
content,
and
getting
it
out
via
social.
4

5. Ads
as
we
know
them
are
going
away.
Now
not
immediately,
and
not
totally.
It
will
take
a
decade
or
so
for
the
transition
to
happen.
But
it
will
happen
faster
than
we
think,
billions
are
already
being
spent
on
social.
5

6. But
so
far
it’s
mostly
spent
on
gathering
followers.
Far
less
is
spent
making
content
to
keep
those
followers
engaged.
This
is
like
to
spending
money
on
nice
invitations
to
a
party,
and
then
nothing
on
the
food
and
drink
when
people
get
there.
6

7. This
is
because
brands
are
stuck
on
the
methods
that
have
worked
for
the
past
40
years,
writing
a
big
check
to
the
experts
on
Madison
Avenue
to
create
ads
and
buy
placement
for
them
as
they
deem
appropriate.
It’s
much
easier.
7

8. But
good
brands
have
been
creating
original
content
as
long
as
there
has
been
advertising.
Soap
operas
were,
of
course,
a
product
of
needing
to
sell
to
housewives.
And
salesmen
have
always
produced
informative
pamphlets
to
engage
prospective.
8

9. Now
companies
are
realizing
they
need
to
produce,
a
ton
of
content,
to
feed
an
increasing
array
of
sites,
social
channels,
and
apps.
The
more
they
get
into
this
process
the
more
they
begin
to
look,
suspiciously,
just
like
publishers.
9

10. There’s
some
brands
where
this
is
already
a
part
of
their
DNA.
Sneaker
companies,
food
and
beverage
brands,
are
adept
at
new
media.
Coca
Cola’s
CMO
calls
themselves
liquid
content-­‐ when
your
product
is
virtually
free
you
need
to
sell
something
else.
10

11. Fashion
and
beauty
brands
are
good
at
selling
an
image,
and
doing
it
now
directly
rather
than
through
ad
space.
Saks,
Gilt,
Net-­‐a-­‐porter
have
built
big
editorial
teams,
hiring
mostly
journalists
that
have
been
laid-­‐off
from
the
shrinking
print
world.
11

12. Gap
is
instead
outsourcing
the
job
of
creation;
they
pay
bloggers
thousands
to
style
and
shoot
for
their
online
magazine
sites.
This
is
just
the
tip
of
the
iceberg
as
more
money
is
spent
on
content
creation
and
management.
12

13. This
is
a
business
that
has
the
potential
to
dwarf
even
Google.
And
everyone
wants
to
get
into
this
changing
spend.
Both
old
and
new
marketing
companies
are
trying
to
make
creation
more
efficient,
automated,
scalable
and
measurable.
13

14. Ad
agencies,
PR
agencies
are
repackaging
themselves
as
content
experts,
working
to
grow
their
in-­‐house
teams.
Traditional
publishers
are
creating
custom
content
or
reselling
their
high-­‐quality
articles
and
videos
to
brands.
14

15. With
endless
social
channels
to
fill
companies
are
giving
tools
to
community
managers,
often
just
out
of
college,
to
enable
them
to
keep
the
hungry
beast
of
social
media
fed.
But
handing
the
car
keys
off
can
sometimes
backfire.
15

16. Hiring
journalists
is
a
safer
bet,
but
building
a
whole
editorial
team
usually
isn't
within
a
brand’s
core
competency.
Ask
any
publisher
how
difficult
it
is
to
keep
fickle
consumers
engaged
long-­‐term.
16

17. Outreach
to
influencer
networks
enlists
bloggers
or
Youtube celebs
to
get
them
involved
with
making
beautiful
posts
for
their
readers,
as
well
involving
them
in
marketing,
events,
contests
and
other
promotions
brands
are
already
doing.
17

18. My
company
tries
to
straddle
the
worlds
of
old
media
and
new.
We
connect
brands
with
individual
bloggers
and
creators,
but
in
cooperation
with
publisher
partners
who
have
expertise
to
help
manage
the
process.
18

19. This
hybrid
model
brings
curated,
original
content
from
thousands
of
passionate
individual
experts.
I
think
direct
connection
and
support
of
individuals
where
will
be
dollars
previously
devoted
to
ad
are
going
to
be
spent.
19

20. It’s
still
early
in
this
transition.
But
we
may
live
to
see
a
world
without
advertising,
at
least
not
in
the
way
we
currently
know
it
and
I
think
many
people
agree
this
is
a
world
they'd
like
to
live
in.
20