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The three core concepts central to our thinking about the current media landscape are:
• Transmedia Entertainment
• Participatory Culture
• Experiential Marketing
These changes are generating a movement from impressions to "expressions", from intellectual property to emotional capital. Such approaches may be the key to breaking through a cluttered and fragmented media environment, relying on the consumers themselves to help knit together information and impressions gathered from multiple media experiences.
The convergence of "Madison + Vine" calls for a renegotiation of expectations between media content producers and advertisers; this new environment also requires a renegotiation of expectations between media producers and consumers, one that starts by shifting from "consumers" to "participants."
Advertisers are seeking new ways to engage consumers with their brands, embedding brand messages into entertainment content via product placements, extending the brand message into new interactive spaces, or building brand cultures which reward the most active and hardcore consumers.
Such experiments require monitoring if the most valuable insights about the media are going to shape future development in this area. Miscalculations may alienate rather than engage consumers, damage brands rather than enhance them. At such transitional moments, established wisdom becomes less valuable, requiring new research.
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