Great content can’t be limited to one zone, says Sophie Kelly, CEO of The Barbarian Group.
“People are trained now to ignore the bottom of the screen, the top of the screen, and the side of the screen and go straight into the content,” Kelly says.
Advertising blindness and mobile devices are forcing advertising into the centre of the screen, so it better be as good as the text messages, videos and images that would otherwise occupy that space.
It’s not a big deal for agencies that have always aimed to dazzle with the advertising that they create.
“The business has always been about great content,” she adds. ”Not just limited to certain spaces that we can buy.”