TV ads have become so theatrical, production value is so much higher than in past decades, that they often overshadow the very products and brands they are suppose to promote.
I find many ads entertaining, funny, and very well made. However, are they doing their job?
To be sure, there are many that do a great job of making the product/brand central, Aflac comes to mind as a recent home run.
Of course what is the option? With these traditional ads being blocked more and more, it is almost a must to make our ads so entertaining or note-worthy that people will look for them on the DVR or YouTube!
Today, 15% of consumers say that they use technology to skip TV ads — more than three times as many as in 2004. This behavior will continue to spread — Forrester projects that more than 50% of US households will use a DVR by 2010.
(Forrester 2006)
On line video ads are not the silver bullet either:
My take aways are simple:
Make your ads as entertaining as possible, but make your brand central, integrate it into the concept
Over the next 10 years work a plan to get your video and rich media into other platforms such as gaming, mobile devices (cell, PSP, iPod, etc.), out-of-home, etc.
Find ways to incentivise people to act on, get involved with, and share your advertising
Test your knowledge of some campaigns here: http://money.aol.com/special/best-ads-of-all-time-quiz
How did you do? Did you attached the right brand to the ads?
J
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