According to eMarketer, advertisers are using online video for awareness and branding. No surprise there. This is how “commercials” have been used for years.
So, What Are The Sweet Why’s?
- The use of online brand video as “old-fashioned” TV commercials is why agencies that know how to write and produce TV commercials have a leg up on the young digital upstarts.
- The use of online brand video is why young upstart agencies need to begin to act like old-fashioned TV advertisers. I often hear newish digital agencies ask, “how do I do TV advertising?”
What goes around goes around.
OK, one more thing. Remember when the digital guys said that interruption advertising was dead. Well, guess what, it ain’t. Just try to watch a video on YouTube without a commercial interruption.
OK, OK. Sure things will change. And, yes the TV creative director generation will die off. But, it will be a slow death. Why? TV commercials WORK!