We used to have arguments / discussions wth media agencies / clients / the IAB / whoever could be arsed to listen, about bad use of creative within the old 468 banner. Re-purposing print and outdoor ads wasn't good enough we argued, and that creative needed to be tailored to the medium.
This discussion only became more torturous as the market (rightly) moved towards more 'integrated campaigns' that were quite often simply brilliant cases of creating 'matching luggage' across many media, and hence less concerned with digital only customised communications.
The banner has come along way, (and got a lot bigger in places) considering it was pronounced 'dead' in 1999 and the standard of creative work has risen to a very high standard, so it has been interesting to hear a few recent discussions about pre-rolls - they are apparently dead too...which is a bit sad for the UK ad market!.
Are they intrusive and therefore an irritant as unasked for and you can't fast forward (think pop ups again).How long should they be? Can you enforce a max time (say 10 seconds?) Does a repurposed TV ad do the job(the old 468 debate)? Etc.
Mike Cassidy over at Video Insider has kicked this off again, and the range of comments all seem fair, ranging from compelling creative is compelling no matter how long (so can't be irritating), to calls for same ad/overall minutage rules. Which all seems very healthy
I would imagine, like MIke argues, clients are unlikely to spend much money on making TV ads or cinema ads, to then not re-use those assets over the web where available. There will be exceptions, but that is where the scale will come from initially...better we learn how to make them work, and what makes them work better (length of spot, context, frequency, coverage,targeting etc) so that we get a chance to develop what should be an excellent addition to the communications toolbox of the many rather than the few.
Went to an interesting forum hosted by the AOP yesterday "Video killed the radio star". Daft title but there were several speakers all giving their take on online video - from Roo, VNU/Incisive and Yahoo Video. For me though Simon Cam, Head of SuperGlue at Glue London spoke a great deal of well-informed sense on this very area. There'd be worse people to garner opinion on this from than him. He asked for more qual research in this area - I'm hoping to conduct some.
Posted by: Simon Falconer | March 14, 2007 at 12:16 PM
Sounds good - some good, insightful qual will certainly help. Are there any more interesting 'video forums' in yur diary at the moment?
Posted by: Steve Wing | March 15, 2007 at 10:45 AM