Nice interactive idea, but video quality could be better
Posted by: Alexander Bickov at August 1, 2009 08:46 AM
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Nice campaign.
I think banners are truly unappreciated and underused, I mean, where else the interactivity can be used better than online and banners are big part of online advertising after all.
They should be treated equally to any print ad, but more than often they are not, which is a shame. This one is a prime example of creativity you can have with them. Hopefully not the last.
Posted by: Advertista at August 1, 2009 02:56 PM
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Couldn't agree more - I instantly fell in love with this campaign for the execution and strategy put into it. I see a comment on the video quality needing to be better - but I think that's from someone that doesn't understand the limitations of creating banner ads online. Yes you can stream and what not, but if you're ad serving these campaigns, you're getting VERY expensive before you even go to market.
Like you though - we are very typically saddled to create great execution once the idea is already thought out - but we have clients now like Verisign who are allowing us to concept our creative at the same time we are building our media plan which allows us to think through not only the imagery but also the interaction, the sites it might be displayed on and more. All of this creates a much better end user experience, and more importantly to our clients - delivers better ROI. Nice article!
Posted by: Michael Hubbard at August 2, 2009 12:42 PM
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Once I figure out the 'campaign mnemonic' is, I usually know what the banners will be like. The next step is to make it work within the 15kb-30kb size limit, because the media agency has already bought up the slots. Gah.
Posted by: Suffian at August 6, 2009 09:29 AM
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