web video is the new 30-second spot

Outstanding article in AdAge about how web video is the new 30 second spot. Sooo wish that I wrote this. So spot on. So what comes out of my mouth every day. And so important for Brand Managers to read.

And now, because AdAge says so, everyone can believe it. Cut your TV budget by 75%, and go spend some money with that brilliant interactive team. I'm just sayin'.


Anonymous said...

Agree wholeheartedly with the role of web TV and it's advantages over traditional broadcast stuff.

It's a heck of a lot easier, though, when you have an experiential product like a cruise line or car. CPG has a lot more trouble with something like this, because you have to show the emotional "so what" you get from the product, which is (usually) best done with a good TV spot, as evidenced by Kleenex.

The examples I've seen that get around this issue would be something like Duncan Hines putting together cooking demos on their site to show you how to make a good devil's food cake. You have to be a bit more creative, as it's not right in front of you.

Good stuff.

Anonymous said...

you raise an interesting point darry. actually with the emergence of internet as an advertising medium organizations are allocating upto 35% of their marketing budget to mediums like videos..

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