Ads Backwards
If you've got a captive audience before a broadband video kicks in, why do some sites tack commercials on the end of the segment, rather than the beginning? Because advertisers, in spite of what most people think, try not to annoy their viewers.
"People shut their minds off to pre-roll," says Lou Amico, president of L.A. Management, a multimedia marketing company in Denver, North Carolina. "People get very resentful - especially on the Internet, where they expect to access information quickly and avoid the delay and clutter of traditional media."
Post-roll ads set off less rancor. The new banner ads that YouTube and Google sometimes overlay on the lower third of the screen are somewhere between the two on the annoyance scale, he adds."People are more receptive to them as an element," Amico said. "They get a message across without being annoying." Nonetheless, he adds, "they're obviously bleeding into traditional media."
Want to annoy your audience the least of all? Make your ad into a separate video altogether, and let people watch it independently, says Glenn Pingul, vice president at the online video marketing company Mixpo in Seattle. Once they've clicked on a five-minute video ad, "people actually watch most of it," Pingul says. "That's pretty good."Recent OMMA Magazine Articles
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Agency of the Year: Gold -- Digitas Dec. 28, 4:43 p.m.
With its newsroom approach to real-time brand storytelling, Digitas continues to create campaigns with Page-One punch ...
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Agency of the Year: Bronze, Design -- Digitaria Dec. 5, 4:44 p.m.
By tuning out East Coast chatter and conventional thinking, Digitaria creates digital designs that are as ...
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Agency of the Year: Silver -- AKQA Dec. 5, 4:42 p.m.
The reason this company keeps winning, year after year? It’s taken its magic far beyond traditional ...
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Agency of the Year: Bronze, Mobile -- PHD Dec. 5, 4:41 p.m.
To reach the fast-growing audience of smartphone owners, Omnicom's PHD isn't afraid to pump up the ...
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Agency of the Year: Bronze, Search -- Covario Dec. 5, 4:41 p.m.
San Diego-based Covario’s commitment to clients results in increases in traffic, conversion rates and sales. But ...
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Agency of the Year: Bronze, Media Planning -- mediahub/Mullen Dec. 5, 4:40 p.m.
For its strategic breakthroughs, mediahub/Mullen goes beyond asking what to buy. Instead, it creates an enduring ...
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Agency of the Year: Bronze, Creative -- Wieden + Kennedy Dec. 5, 4:39 p.m.
From making moms the star of the Olympics to its Southern Comfort everyman, Wieden + Kennedy ...
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Ed:Blog Dec. 5, 4:38 p.m.
While choosing OMMA Agency of the Year winners is never easy, making the final cuts this ...
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Agency of the Year: Bronze, Small Agency -- 72andSunny Dec. 5, 4:36 p.m.
With its choregraphed percussion of brilliant ideas and precise execution, 72andSunny gets more attention than agencies ...
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Agency of the Year: Bronze, Social -- Pereira & O'Dell Dec. 5, 4:35 p.m.
Thinking far beyond Facebook and branded content, Pereira & O’Dell knows how to put on a ...
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