There’s an intriguing article in a recent issue of Advertising Age about the growing number of marketers who are directly engaging consumers through original content they and their agencies are creating.

In particular, video is identified as an increasingly popular way for marketers to get their messages directly to consumers and other influencers. Production and equipment costs have become more affordable, and opportunities to post the finished result are growing exponentially from YouTube to Facebook to web sites and blogs.

While it’s still valuable for clients to be featured in magazines and newspapers -- it's hard to replace the implied third-party endorsement value -- it’s good to know that marketers and agencies have exciting new options.