By Lewis Rothkopf
November 24, 2008
Broadband isn’t TV — it’s better. And we’re wasting our chance to reach engaged users by recycling the same, long creative.
Let’s rewind. It’s 1999, and the “Bud – Weis – Er” frog commercials are still fresh in everyone’s minds. As a young, idealistic media seller, I’d often pound my fist on an agency buyer’s desk and declare “you can do this for your client, too — except since it’s online, it’ll be better! We can sequence creative, so we don’t just keep showing users the same static image. We can tell an unfolding story over time.”
As unique as I thought my pitch was, every ad-serving platform has always had this ability. Still, I’ve yet to see any major campaign make use of this basic, but charming, approach.
Ten years later, video offers us an unprecedented chance to speak directly to our audience at a highly personal, intimate level. Sadly, as with the Budweiser frogs of yore, we squander this opportunity by digitizing and uploading the 30-second broadcast creative and then calling it a day.
See the full post at MediaPost’s VideoInsider
See the full article at MediaPost’s VideoInsider