Online ad search doesn’t grab the heart, video has emotion
Steve Safran November 29th, 2006
Beet.tv interviews eMarketer senior analyst David Hallerman on the future of online advertising. Hallerman agrees that paid search is the gorilla of the market right now, but says it’s essentially direct marketing and “doesnt’ engage people’s hearts and minds and emotions like a good video ad.” But Hallerman says repurposed TV ads don’t work either, and he recommends TV commercial producers take a few extra hours while they’re on a shoot and create original content for the web. Check it out:
1 Comment Add your own
1. mike | November 30th, 2006 at 10:32 am
I could not agree with Mr. Hallerman more when he advises the savvy advertiser to shoot a seperate and distinct ad for the internet. We won’t take anything more than a :15 and prefer a :10 to :12 ad on our pre-rolls. What we usually get is a cutdown version of the sponsors :30. In most cases they could have been more effective if they had taken the time to shoot a web version. The agencies have to start the ball rolling here.
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