How to make effective online video ads
A study by Dynamic Logic measured user reaction to 108 different pre-roll video ads. It found the most effective ads, as measured by awareness:
1. Still delivered a compelling message with the sound off
2. Made the brand central to the creative (straightfoward)
3. Offered links to additional information online
4. Made use of the companion display ad while playing
5. Fit with existing offline ad campaigns
In other words, just taking a :15 second version of the TV ad and marrying it with an existig banner ad may not be doing your clients any favors.
1 comment January 20th, 2007
An observation today, courtesy of my children. We lost phone service today, only my kids couldn’t figure that out immediately. Why? Because of cellphones, the dial tone as we know it is not the obvious first step in making a phone call. On a cellphone, you enter the phone number, hit “SEND” and immediately hear the ringing. So you can understand the youngsters’ confusion. One other question: how long will it be before we don’t have to dial 1 for long distance on a land line? It’s baffling here in Boston - you dial 1 sometimes even within your own area code. Why do the land line providers still insist on this ancient practice? How hard could it be to change?
