Online Video Banner Advertising

by Smallz Mancotywa

Some interesting creative and media distribution techniques are beginning to surface for banner advertising... broadband bandwidth permitting. Video is the key driver here as brands attempt to mutate the TV ad for internet video along with creativity and interactivity to suit. In this instance, a live video banner ad is used for an upcoming horror movie, "The Number 23" starring Jim Carrey.

Big Brand marketers with big budgets may appreciate these developments as it is most likely closer to their understanding of traditional media and for the most part can be measured much better than TV.

If the video creative/online campaign is really compelling, then advertising networks in conjunction with social media avenues can create an online global presence of enormous distinction with PR feeding back into offline mediums due to sheer impact of the online campaign.

I can see global launch brands like Nokia, PlayStation and Apple benefiting from such an approach. Aesthetically pleasing brands like these are good at creating the WOW factor with their products and can persuade purchase decisions from an Internet video ad (never mind with the added functionality)...even when a better product exists (i.e. it’s just cool to have one).

However, an engaging video idea can make any brand seem worth a try by shifting perception. The proof is still in the pudding though and if the aforementioned movie turns out to be a load of wallpaper, I will be sure to let everybody know that it was another case of great marketing, appalling product. Case in point: Think about the awesome viral campaign for "Snakes on a Plane" using Samuel L. Jackson's voice. I never even made it to the cinema for that one after I heard how bad it was. I am still scared (not of the snakes) to hire it on DVD. Great marketing… appalling product!

Another downside to video banner ads is that you will still get the un-compelling creative we have on TV today ...but that’s here to stay as long as marketers can buy media space and are allowed to place bad communication within these areas.

Do you foresee online video banner advertising becoming a major force for brand communication...much like TV was / is? Let us know.

2007/02/14 | permalink | comments (1) | trackbacks (0)

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