Welcome to our 100th post! Though we don't want this to sound like a graduation speech, we'd like to thank the Baroness for her support and our stable of readers for coming back. Now if we can just get the folks at Facebook to return our calls, we'll be all set.
One of our fascinations is watching TV shows online. It is amazing to see how quickly the service has improved and how quickly viewers have moved online. As we mentioned in an earlier post, some online viewers even make up half of a show's audience. Now comes word that marketers are hot for online ads during shows. Not surprisingly, the ads have high recall and offer more of a connection. They would be better still if they were not just repackaged content from TV. We know it's coming, and at this rate it may be here in a year or two, but this is where agencies really have to work hard to create Flash ads -- which are cheaper to produce -- that engage the viewer in a way that is unique to the medium. So far, we've only heard urban legends that indicate this online TV creative actually exists.
The Baroness and I love watching shows online, but when I see the same ad four times in a row and it's never the slightest bit interesting or engaging, plus it looks awkward because it's repackaged, it always bothers me. OK, back to the part that sounds like a graduation speech: It's time for these agencies to step out into the world and take risks. Shoot for the stars and realize that you can make a difference and be a great success.
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