BrightRoll Blog

By Lewis Rothkopf

February 23, 2010

I’ve spoken at length about both the radical and advantageous ways in which video ads can vary from their television counterparts. While some advertisers are embracing the many benefits our medium offers in the areas of targeting, analysis and interactivity, many still are not.

It is, of course, easier and less expensive (in the upfront) to repurpose a 30-second TV spot, but that golden opportunity to talk to your target customers where they live is unfortunately lost.

So what are the options? At the most basic level, advertisers can create a digital-specific component as part of their campaign — and keep it to 15 seconds to achieve the greatest distribution. Interactivity layered on top of the pre-roll is even more interesting. But what if we began to have a true real-time conversation with our consumers — and do it live?

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