Do you think TV spots work online, untouched?
It’s long been the practice of advertisers to simply slap their TV commercials online as video advertising units. I’ve long thought it doesn’t work – rather, that you need to tailor the spot specifically for the medium. This Adotas article supports that and points to 3 basic tenants for success:
- Tell a story
- Make it interactive
- Finish with a strong call to action.
I agree. Michael Radigan’s last line in the article sums it up best for Digital Video Advertisers: “Let’s stop being lazy and get some practice making online videos for the active viewer“