Point2 is at the convergence of advertising and interactivity. Our careers began in the mid-1980s, as ad agency creatives, and we earned our share of acclaim and awards in broadcast, print and out-of-home media. Since 1995, weve applied the art and science of traditional marketing to the interactive media. Over the years, weve mastered new interactive skill sets and learned how to apply brand new thinking to traditional brand advertising. Our cross-media experience places Point2 among a very small number of true, hybrid interactive-advertising agencies out there. Anywhere.
Point2 is structured like a traditional ad agency. Like an ad agency, creative ideas are our #1 product. Our production issues are similar, too. Ad agencies dont keep cinematographers on staff to make TV commercials. But they understand enough about TV production to creatively direct them. Similarly, we dont need programmers on our payroll to create interactive ads. We understand programming enough to know how to best direct top interactive programmers and shepherd our ideas through production at the highest standard of quality.
Were not a technology company trying to adapt its killer app to the ad industry, as has been the case with many of the high-profile interactive agencies to date. Rather, at Point2, were advertising professionals with a track record whove immersed ourselves in the interactive media for nearly six years. Weve developed tools that dont require proprietary plug-ins or the licensing of a particular patented process. Yes, our technologies magnify our capabilities, but theyre not the source of them.
Printed media didnt replace signs, radio didnt replace printed media, and TV didnt replace radio. But interactive media is becoming a part of all of these, and more. In some sense, therefore, interactive media will replace all previous media. For 5+ years, Point2s principals have been at the forefront of learning how to communicate interactively with online audiences. Additionally, our prior decade of experience in traditional media give us unique insight to help integrate and optimize brand advertising across all media.
A scientific study once established that people remember 20% of what they see; 40% of what they see and hear; and up to 75% of what they see, hear, and do. Could this apply to advertising? That is, could adding an active do component actually double or even triple the memorability of an advertising message? If so, then the active component of interactive advertising is potentially the most powerful tool in a marketers toolbox. This is increasingly relevant as Generation Y audiences mature audiences whove been raised to have a strong command of and high expectation for interaction in their lives.
About Us - Converged Experience - Point2 Gallery