Friday, April 26, 2013

Content Must Be Created In Context Of Control


I saw this article the other day.

It mentioned that more than 90% of online video advertising is the same as, or a variation of, the commercials that run on TV.  The writer was expressing an argument that this was a good use of video assets – running them across platforms.

I disagree.

The reason why is that content must be created in context of control.  And, on digital platforms, the user is in control.

With TV, less so.

The TV model of advertising is intrusive in nature – interrupt the viewing experience to try and create awareness of the brand.  Unless the program being watched is time-shifted, the intrusion can’t really be stopped.

So the creative is constructed to break through the clutter of the commercial pod, to intrude, to be noticed.  Arguably, it’s why so many TV commercials are so bad.

On the digital platforms, where the user is in control, the creative must be constructed differently.

If a viewer opts-in to watch, they’ve already expressed an interest. Being loud would be rude.  You don’t have to make an entrance, the viewer’s already let you in.

You see the difference.

I understand why many think that sharing video assets across platforms makes sense.  And, economically, it does.  When a marketer spends a half million on a TV spot, they want it to be seen by as many people as possible.

But from an effectiveness perspective, it doesn’t.  

Content must be created in context of control.

And, not in context of cost.

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