Digital advertising agencies are built for the Internet age
Westside firms with names like Omelet, Ignited and Blitz are pushing clients beyond TV and print ads and onto websites, smartphones and tablets.
By Meg James, Los Angeles Times
Old notions of advertising are being scrambled on the Westside, inside boutique agencies with names like Blitz, Ignited and Omelet.
The hot shops are pushing big-brand clients beyond the familiar confines of radio, television, magazines and newspapers and onto the Internet, smartphones, game consoles and tablets.
With more than 42% of the country's TV homes equipped with digital video recorders, which allow users to fast-forward through commercials, and some younger viewers leaving TV altogether, advertisers are rushing to build Internet infrastructures, create Web videos and funnel content to social media sites such as Facebook, Twitter and Pinterest.