Archive for February, 2009

don’t tell me, show me

February 13, 2009

Very often, I am talking with marketing managers and/or managing directors. In the middle of telling  them about how we’re producing and distributing branded original content across a network of sites online, they ask me a very simple question: “Why video content?”. Admittedly, they went on to say that they know who they are (and who their companies are), “I’m the producer and seller of Product X, which does A, B and C,” they said, “not the producer of great video content.”

So I explained that when they do tell people who they are(mostly via banner advertising), fewer and fewer people tend to trust them. In fact, Don Tapscott’s book “Grown Up Digital” points to a whole generation that is amazingly adept at detecting, filtering, skipping and blocking ad messages all together.

The old screenwriter adage “don’t tell me, show me,” is extremely relevant, and branded entertainment is something advertisers have been doing successfully for years. Just as they embraced running TV spots online, advertisers find it a natural progression to embrace other proven “offline” tactics like product integration and show sponsorship, and bring them online.

Unlike ads, branded content engages people with good story-telling, while at the same time showing your product in action. Rather than telling people the features of Product X, you get to illustrate authentically, without heavy sales spin, how Product X fits into a particular lifestyle.

I pointed out that Honda, which recently produced a “Dream the Impossible” documentary series, states in one of its videos: “Honda is an engine company.” But even as an engine company, Honda strategists saw the potential of tapping into the power of story-telling and communicating personal narratives that correlate with their brand.

Where banner ads simply flash a message, and rich-media ads only invite interaction, good content and Webisodic series hold the customers’ attention for minutes at a time, lure them back for repeat exposure, and communicate much more than the often forgettable “buy me” messaging of a traditional 30-second spot.

In today’s digital environment, where empowered consumers dictate their media schedule and only flock to brands they can relate to and connect with, offering your client base quality and entertaining content is a better way to connect and stick out from the clutter. What’s more, the best of traditional Web advertising still applies. In terms of distribution, content can be super-targeted to the right eyeballs, significantly reducing waste. Could you imagine if television networks, rather than shooting a number of shows out to a diverse audience and crossing their fingers for big pockets of success, could target each of their shows to the people who wanted to watch and enjoy them ?

As an example, I pointed out that Honda could easily distribute full episodes of their documentary series around the Web and target them using contextual and behavior methods to get in front of their core target; 25-to-49-year-olds with a youthful spirit and who are comfortable with technology.

Finally, I pointed out that unlike banner ads, whose success is often judged by how many clicks a unit got (a metric that has yet to correlate to brand lift), content can be tracked on a whole new set of much more in-depth metrics.

“You can see how long people are engaged with content, where they rewind or fast-forward, how many times they watch and re-watch content, as well as where and when the pass the content to friends or re-post the content to their own social media sites,” I noted.

I would have continued — but they stopped me at that point by yelling over me, “I get it! Goodbye banners, hello Webisodes.”

“Exactly,” I said. “Exactly.”

Follow Your INSTINCT

February 10, 2009

2009 has to be the year for ad-sponsored online video to go somewhere new.  We need to stop  publishing  30” TV spot and  quit relying solely on the backend plumbers and technologists who just add more functionality to video windows — and, instead, start focusing on the poetry part of the video business: new video narrative structures and applications that will help move the space forward.

Despite those who think we’re in for a video slowdown along with every other form of digital media spend, there’s still room for lots of innovation around video ad units before we all advise our clients that chasing friendships in social networks is the next Holy Grail.

Non-linear video makes most creatives’ heads spin.  The idea of using a pre-roll primarily to tease and then create different ending narratives based on consumer choice or pre-set business rules (as in Visible World’s TV application) is something more akin to gaming narrative than commercial copywriting.  Maybe that’s why so few creative agencies have had the courage to go down this multi-forked road.  Samsung’s “Follow your Instinct” videos on YouTube begin to demonstrate the engagement possibilities of thinking this way.  We just need more agencies writing and shooting this way — and the possibilities for advertisers just multiply.