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Gary Nelson, Organic

10 years ago57 views

Wednesday, August 13, 2008 Broadcast Ads Should Drive Consumers Online, Says Organic's Creative Director The digital brand experience should be an advertiser's first thought, not an afterthought, according to Organic digital ad agency Creative Director Gary Nelson. An online brand experience should be viewed as a product unto itself--one that can be advertised by broadcast media. The "Now What?" campaign for State Farm is one of the few already taking this approach. The television commercials advertise the online destination and don't once mention State Farm itself. I've posted one of the ads below. The movement toward this kind of approach has been "remarkably slow," Nelson says. Once advertisers realize consumers will spend much more time with a digital experience than with other forms of advertising, he believes that more channels will start funneling consumers toward that experience. --Kelsey Blodget, Associate Producer

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Gary Nelson, Organic
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