"Speaking at the Internet Advertising Bureau's (IAB) video conference Holmen said people can easily recognise the "standard TV ad recipe", with the result that they suffer from the same fate as online ads and "banner blindness". "Brands need to hear that. It's about authenticity and playing to the tune of the platform rather than against it, and being native so being and living within the environment," he said."
"He referenced a Kia TV ad, which was distributed online and received a decent amount of "social actions" on Twitter and Facebook, but was judged by TV-type criteria which put it at a disadvantage. "This was a piece of creative that was meant more for programmatic buying than for being content but it is being measured on how many views it got as content.""
People can easily recognise the standard TV ad recipe, causing banner blindness online and reducing ad effectiveness. Brands need authenticity and platform-native content, living within the environment rather than forcing TV-style creative. A Pixability study of the top 100 Interbrand brands' YouTube strategies found more than half never exceeded 10,000 views while only 0.6% reached over one million views; the realistic average may be closer to 0.3%. Measurement remains confused: programmatic ads are often judged by content metrics such as views, misaligned with intended KPIs. A major obstacle is coordinating social, PR and internal communications teams to execute cohesive video campaigns.
Read at The Drum
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