MediaVest, EarthLink’s Media Agency of Record together with PodShow have announced the launch of EarthLink Make Advertising Better Challenge. The promotion, which starts this month, invites an audiences of millions to compete by creating and submitting what they think would be better advertising for the ISP.

“The ‘Make Advertising Better Challenge’ is one of the many promotions in PodShow’s Advertising 2.0 and ‘Quit Your Day Job’ initiatives that is changing the face and sound of media by inviting the audience to share in the creative process,” according to PodShow’s Co-founder and CEO, Ron Bloom.

Bloom predicts that, within 5 years, over 50% of the media consumed will be created by other consumers. “Marketers have forgotten that advertising is content, and this promotion is a powerful example of how a brand can adjust its message to take advantage of the Big Shift in media creation and consumption.”

When EarthLink’s traditional radio ads ran on PodShow network late las year, listeners were not impressed. After getting a lot of feedback — and considering the Podcast audience involvement — the company decided to seek their help from their listeners.

It is now obvious that you have to cater your brand message differently for different medium. Radio is not equal podcasting. To stay effective, spend your time to know your audience.

See also: Podcast Advertising.

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