Friday, July 24, 2009

Catering TV Advertising Content to Online Campaigns

Interactive Video Ads Don't Have to Cost a Lot of Money

What's the secret to making online advertising scalable and sticky with the consumer? Is it about new formats, fresh content, or catering to a different viewing experience? The answer is all of the above, but most of all, it's about an increased level of interaction.

Agencies like VivaKi have been working steadily through a long-term project, "The Pool," to test new formats, both long and short, to gauge what resonates best with the consumer in achieving maximum stickiness.

Even online-video providers are getting in on the race to find a new ad format that works: CBS's unit, Hulu's ad selector, Tremor Media's vChoice and YouTube's "choose your own ad."

All of these new formats utilize the same basic concept of letting consumers select an ad they'd like to view, then serving a linear video ad just like TV. However, this concept doesn't guarantee that the viewer actually stuck around to watch the entire ad, because the viewer isn't directly clicking as a means of navigating through the advertisement. It's not about the format; it's about delivering a new type of experience.

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