Home  › Media › Media Buying

The Lost Principle

  |  July 6, 2007   |  Comments

What's missing in online video advertising.

What if we took an online ad banner, a top performing one from several years ago, and put it back online for the same or similar product? Would it do just as well as before?

Would people feel get a warm, fuzzy feeling? Will tears come to their eyes when they see a flaming, spinning logo or a monkey in the crosshairs of a leaderboard ad?

I think not.

Yes, they may laugh, but not in a good way. Some viral videos, even old ones, can make you laugh. Online ads? No way.

Online ads are generally not an emotionally rich experience. Though rich in execution, they aren't integrally emotional. Of course, there are exceptions. Sometimes the subject is too supercharged with emotion not to be moving, but there are always exceptions to the rule.

Enter online video. This stalwart tool conveys emotion in a familiar format with most of the noninteractive controls viewers are familiar with. Yet it's small, visually degraded, and sometimes inaudible.

Regardless of the quality issue, people are looking. That's a bit of a problem. What we can't do at this stage is train the great mass of information consumers to be watchers. They must interact, or at least expect to have some experience with their advertising.

If they miss out and become a hoard of staring lemmings who only click on words, we may have failed to mature the medium to the next level.

A younger generation of users has high expectations for multiuse and an aptitude for multitasking on several levels. This is a good sign in some ways, yet in others it may train a whole generation to use the Internet badly. It's sort of like the millions of people who were told smoking is good for you because doctors recommended a specific brand of cigarettes.

In the future, we could see attention deficit disorder increase with the proliferation of all these visual inputs. People will be put on stimulus diets to keep their brains in check.

This assumes the mass of screens still ignores the point of interaction, as well as how interaction can lead to a valued experience. We're currently only in the very early stages of seeing that possibility.

It's inevitable that everything will happen on a small screen. Yes, quality will increase, but that familiar emotional window will need to change as that warm and fuzzy experience older users are likely to recall will be reengineered for more active, interactive users.

We're starting to learn why it's better to be interactive. The "what" and the "how" are still dim lights on the horizon. Only when we bring a standard of valuing the online experience can marketers realize these benefits and, ultimately, mature this young adult into a older and wiser one.

Meet Dorian at ClickZ Specifics: Online Video Advertising on July 19 in New York City.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Dorian Sweet

Dorian Sweet is the vice president and executive creative director of GSI Interactive who leads strategic development and innovation in online advertising, Web development, e-commerce, and customer relationship management programs. His work has brought award-winning online solutions to such clients as Clorox, Miller Brewing Company, GE, Visa, eBay, British Airways, Wells Fargo, Discovery Networks, Motorola, Kodak, Sears, 20th Century Fox, and others.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...