Thinking Outside the TV Box
Five ways to translate TV advertising paradigms to the online channel.
Five ways to translate TV advertising paradigms to the online channel.
“The New York Times” reported Monday that a group of Hollywood business unions are standing against the aggressive growth of product placement in TV programming. Their stand is drawing further scrutiny to this and other forms of stealth advertising the unions claim “deceives audiences.” The Writers Guild of America, along with the Screen Actors Guild, has called for a code of conduct to govern product placement within programming. “The Times” further reports that Gary Ruskin, head of consumer advocacy nonprofit Consumer Alert, said the networks were “already in violation of existing Federal Communications Committee regulations regarding sponsorship disclosure.”
Should the FCC define further regulation (or more aggressively enforce existing regulation), advertisers will have to explore alternatives beyond :30 TV spots to get their products and services in front of consumers.
What does this have to do with online advertising? A whole lot. Options to be considered will necessarily include alternative media. The first option will be where audiences consume video other than on TV: online. Rich media and online video advertising provide intriguing alternatives to, and new iterations of, product placement, branded entertainment, and TV spots in general.
There are many options to consider. Some are already available, some are on the horizon, and some haven’t (yet) been tested. All can provide an experience as immersive and engaging as what advertisers have sought on TV. In exploring these options in the context of what’s currently being done on TV, we’ll find some potentially very new applications of tried-and-true advertising strategies.
These methods are meant to provoke discussion and stoke some creative fires. Read at your own risk:
What if an advertiser were to exclusively sponsor a site’s optional ad-free experience, removing all banner and other advertisements in favor of an up-front, engaging experience or an exchange of information? Rich media and video compression technologies are mature enough to deliver this concept in a way that can provide that immersive experience advertisers seek and add goodwill in the process.
It’s often been said there are no new ideas, just variations on the old ones. So long as the online medium continues to mature and advertisers seek new ways to reach fragmented audiences with evolving media consumption habits, TV must innovate to keep up amid increased regulation and consumer skepticism.
In the meantime, it’s up to rich media technologists, ad servers, content producers, and agencies to develop opportunities that will continue to provide advertisers with compelling reasons to consider vehicles other than TV, using the methods and formats they are already comfortable with. This time, it’s with the measurable results, superior targeting, higher efficiency, immersion, and engagement that TV is scrambling to deliver.