When it comes to digital, marketers and agencies tend to talk a bigger game than they have. Many either stick to advertising strategies that worked in other mediums such as television or merely ape an ad campaign that recently went viral instead of creating innovative digital campaigns that best take advantage of online interactivity. For every campaign such as the Volkswagen’s “small Darth Vader” campaign that ran during the Super Bowl and continues to get many video hits, there are many campaigns that fall flat.
“What we often miss is the interactivity of digital. The beauty of digital is that we can add value and provide something tangible,” said Randall Lloyd, senior vice president of sales at RockYou, on a panel at DIGIDAY: ON MEDIA. “We’re starting to learn what users want and give them something they want in exchange for engaging.”
Such creativity is key for making an impression on online video watchers because online advertisements account for a far smaller percentage of Internet-video viewing than television ads do for TV viewing. Last month, the typical online video viewer consumed about 13 minutes of video advertisements during his 14.5 hours of viewing, or less than one minute per hour, according to ComScore. That compares to the typical television advertising of about 16 minutes per hour of programming.
With that in mind, advertisers will need to become more creative by finding ways for computer users to interact with their brands. Lloyd mentioned the use of Sour Patch candy within a videogame as a way to boost brand awareness without having to resort to traditional advertising.
“In the next five years, if agencies can’t instill true cross-channel creativity, you’re going to see significant names fail,” said Ned Russell, managing director at Saatchi & Saatchi Wellness.
Publishers say the competition is steeper than expected for event sponsorship dollars this year
Selling events was harder than expected for some publishers in Q2, but having a niche helped win some of the coveted sponsorship dollars.
Why some publishers are giving their AI chatbots a personality
BuzzFeed and Ingenio are hoping giving their chatbots a unique voice and tone will differentiate their AI products but others are prioritizing utility over entertainment.
Media Briefing: Publisher execs fear lack of visibility for Q3, but feel steady year over year
Publisher execs share how Q2 shook out for their businesses as they brace for an equally murky second half.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
Digiday+ Research: Nearly two-thirds of publishers think they will lose when the third-party cookie dies
Publishers have been busy prepping for the end of the third-party cookie, but that doesn't mean they think they'll come out on top in the post-cookie era. In fact, publishers count themselves among those who stand to lose from the end of the cookie.
As AI spreads across the marketing landscape, data’s role will be key to success or danger
There’s a growing awareness of the risks inherent in AI's ultra-powerful potential, but whether enough steps are being taken to mitigate them remains a huge question mark.