Tag Archives: BrandWeek

Video Advertising is Not TV Advertising on the Web

Just read an article by Rory J. Thompson on advertising during online video content in BrandWeek discussing how video content is “expected to grow the fastest in 2008, according to eMarketer, New York.”

Makes sense, but this quote by Kris Oser, direcotr of strategic communications at eMarketer, doesn’t:

Mainstream advertisers are more comfortable with traditional ads, but they know eyeballs are moving online. Creating commercials is something they understand. Now they can just do them online.”

What we marketers often misunderstand is that a new medium (in this case, the web, and specifically social media/web video) doesn’t just give you a new joint to post your product, but it also requires a whole new approach, and maybe a whole new product.

FDR’s fireside chats were revolutionary because it was a new thing optimized for the medium (the radio).

JFK’s TV debate with Nixon was revolutionary because it was a new approach to campaigning that fit the medium (TV).

The only Ron Paul is still involved in the current presidential race is because of how his revolutionist message fits his revolutionist audience who can easily find him on the new medium (the web).

Seth Godin is appropriately calling this misunderstanding a Meatball Sundae these days, which feels about right (it’s a pretty good book – give it a read/listen).

You can’t just throw traditional commercials online and wait for them to work. There’s a reason we fast-forward through them on TV now – we don’t want to watch them.

You need a new approach to how you make commercials specifically for the web.

Useless Research from BrandWeek

Ron responds to a new survey featured in BrandWeek that, sadly, reveals absolutely nothing and pretty much makes a mockery of good marketing research.

My quick thoughts on it:

  1. On targeting: How in the world can you be considered a marketing executive (MENG) and still basically admit to targeting the world? The study shows that this group of marketing execs will pretty much target ages 20 – 65 with the same amount of focus? To truly have a target, you have to be willing to say “no” to everything outside of that target.
  2. On Green Marketing: I basically commented this on Ron’s blog, but as we hear more and more about the importance of Green Marketing, we must realize that it is becoming a commodity in marketing, not really something that makes you stand out. It’s something that consumers are checking off their list of requirements, not something that makes you different. I still believe most consumers aren’t really that concerned with the environment, but they don’t want to be seen as unconcerned. So seeing “green” or “natural” or “organic” or “eco-friendly” is all they need, and then they move on deeper into the sales cycle.