15 Seconds Of Fame

Nov 30, 2008 by Mark Maier

Recently research has turned to finding the most logical solutions for online video exposure.  Pre-roll, Post-roll, Mid-roll, & Overlay arguments abound and with the technology really being new, the process and impression cycle for the consumer is at question.  It's not just like broadcast, in fact, the one theme that remains very clear with all the industry experts is not to throw your :30 second TV ad at the internet and think that your website will rack up the visits or your storefront will suddenly become very busy.  MediaPost published an article called "The Golden Fifteen Seconds"

"But online, of course, we know where the techies live. Moreover, we know where my mom lives, and your teenage son, too. Apple should keep running its suite of existing TV spots on content friendly to my mom. But it should also shoot a 15-second spot specifically targeted to its other key segment: the techie. Imagine the branding impact that we could achieve once we lose our fear of talking to geeks on their terms."

"The narrowcast nature of the online space allows us to do things that would never fly (in the U.S., at least) on broadcast. We need to experiment, take risks and show the more personal side of our brands. The brilliant (and likewise unauthorized) JC Penney spot which so horrified that company could have served as an ideal bridge between the aging department store and Millenials -- were it only a real spot."

The first line of the article said it all, "Broadband isn't TV -- it's better"......

"Let's face it: your beautifully lit, ideally scouted, model-perfect spot is likely going to be consumed in a 320x240 window. In that environment, Martin Scorsese would have a difficult time distinguishing between something shot on a Panavision Genesis versus a $150 Flip. You've got unprecedented access to your target, so shoot the work you always wanted to create, the spot that communicates on a highly personal level. Then, shoot another for your next audience segment. And so on."

"Users are increasingly tuning out recycled 30-second TV spots. Capitalize upon the "golden fifteen seconds" users offer us as they lean forward, ready to be entertained. Use broadband video to create connections, inspire dialogue and challenge users' preconceptions about your brand."

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