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June 8, 2005
Use of Web with TV Advertising - Do it!!!!
I'm amazed that more tv ads don't make better use of the web as a response mechanism.
Everyone keeps talking about the death of the :30. Does it have to die or can it transition to a part of a multichannel approach.
There's lots of opportunities here. Continue interesting creative (hello beer companies), drive a transaction hard right then and there (space foam something or other) or more exhaustive production eduction for more complex products (like health products or consumer technology).
Take the last one for example, it used to be that you had to do something like an infomercial if you wanted to be able to communicate extensive product information. A well integrated :60 to push an online component could accomplish similar results with a more primetime buy. Better yet, the consumer could actually interact with the product demonstration site and potentially learn more about the product than they could watching an information.
Want a spokeperson? Bring them along. In fact, build them into the online component. Macromedia Flash's video compression has come along way from what it used to be. Using high quality motion video along with full user interactivity is now a possibility. And it can look really good.
Maybe there's life before death for the :30 after all.
Posted by Derek Leverington at June 8, 2005 2:01 AM
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