An Ad by Any Other Name Would Smell as Sweet
Networks are trying to figure out replacements for the 30-second spot in online television, realizing they can do better for the engaged (and someday, better measurable?) web audience. Options include interactive games and scrolling tickers of ads, writes the L.A. Times, using many of the studies and examples we’ve mentioned on this site.
The variety of terminology used in the article is good a measure of how foreign the concepts are for networks. There’s definitely some round peg-square hole action going on.
On ABC.com, the made-for-TV commercial has all but disappeared from the media player, which won an Interactive Television Emmy last year. The network calls promotional breaks in an online show “ad pods” or “containers” because advertisers can fill them with “experiences” such as games, clips or trivia contests, said Rick Mandler, vice president for digital and new media at ABC. At NBC, Peter Naylor, senior vice president of digital sales, calls online commercials super-spots.
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Maybe they are confused because the element of “surprise” is removed from the user experience by their on-demand services. Usually you never know when a TV show is going to cut to a commercial but almost always you know how long an online video clip will last. The only choice is to think about the solution in a totally different way or fumble with in-video ad placements. I invite you to try something new, because soon, everyone is going to get blipd!