Proctor and Gamble has made a great step in the right direction with their new mobile and web show Crescent Heights.
That’s right, advertisers are starting to learn that the focus has to be on the content and not on just pitching a product. By doing this they can build their brand image. The NYTimes article about the show explained what’s so important about this:
The initiative follows that of other marketers and retailers who have found that, especially among their younger customers, sometimes the best way to advertise is to, well, not advertise.
How could they do an even better job? Advertise even less. Right now Tide is still too front and center. The logo sits at the top left, which is far too prominent. The website is www.tidecrescentheights.com.
Next time, the show should be the number one brand, not Tide. Offer it as a video podcast, put it in the iTunes podcast directory. This is the next step: companies learning to free their content.
All things considered, it’s still great that they’ve managed to get this far.
Videoclix just demonstrated their software at the FOOA. It allows a user to click anywhere in a video and get a relevant link. The software itself appears to be very powerful. Coming from a graphics background, I’ve done a lot of video tracking in my time, and their tracker is more advanced than some $5,000 compositing software that I’ve worked with.
There are two things that really impress me about Videoclix. The first is that it works seamlessly with existing technology. It will work in a normal quicktime or flash video without any special plugins or software. Even more importantly, it will allow for even more creative uses of online video. It’s not the kind of thing that gets in the user’s face, and since I personally like to click things a lot I could see myself just clicking through their videos to see what happens.
I’m looking forward to seeing more use of Videoclix in the future and I always get excited about technology that allows for more creativity.
At 10ton, we have become fans of a particular form of advertising that has a great deal of potential online: branded content. Branded content is an ad that draws your attention to the product, but provides an experience that’s more like entertainment. What makes branded content different?
- It may be in an ad, but it’s not a commercial. It something you want to watch, rather than an interruption that you try to avoid.
- It’s not in-your-face about the fact that it’s promoting a product, but it doesn’t try to hide it, either.
- It’s a destination of its own, but can link back to the sponsoring brand’s main site to tell more of the product’s story.
- People can pass it along to their friends. The current buzzword for this phenomenon, a term which we’re not too enamored with, is going viral. The best way to improve the odds of this happening is to make your ad as entertaining as possible.
What does branded content look like? It can be anything from a short video to a whole online TV network. Your Perfect Girl is branded content, promoting a dating site. Bud.tv is a whole network of branded content, consisting of online shows designed to appeal to beer drinkers. A new site, Get the Glass is a 3d milk themed video game for kids.
In my next post I will go further into why branded content works, and why the Internet is the perfect venue for this hybrid form of advertising.