From MarketingVOX.com
"Video ads within online TV programming is great for brand awareness but repetition is watering that awareness down, according to a new study from MillwardBrown, reports ClickZ."
One line of thought is to jump early because every new wave comes fast and fades faster. Smirnoff's "Tea Partay" viral video killed in August 2006. Would it have a chance today? Not with about 150,000 YouTube uploads a day. It's just part of the clutter.
Now we know for certain that hundreds of millions of US Internet users are watching video online. Many are downloading favorite shows. And already ad effectiveness is eroding. That's too bad. It hints at one important point, though. Effective interactive campaigns provide engagement and "lean forward" experiences. Just watching video - whether it's online or on TV - is neither.
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