Kristula-Green outlined the benefits that 'wildfire' brands - those that have embraced new platforms such as branded content - have experienced, including more brand equity, and interaction with consumers.
"When Joost was gearing up to launch it attracted more than US$45 million from investors, and consumers were paying upwards of US$100 on eBay for a chance to take part in the platform's beta testing," she said.
"Advertisers should direct spend into compelling platforms, rather than just focusing on a 30-second spot. It's about getting people to interact. It's time to take risks and to try new things."
