Commentary

'Do Or Do Not... There Is No Try'

by Joe Mandese , June 15, 2010

That was the Jedi wisdom imparted by Ogilvy's Rob Davis, by way of the ultimate Jedi, Yoda.

Davis' advice, however, has nothing to do with the Force – or the Dark Side – and everything to do with online video advertising.

To help marketers – and agencies – understand how to, well, just do it, Davis offered three acronyms: SOP, OPE and PPI.

SOP, of course, stands for standard operating procedure. Davis' point is that we've moved from the old school approaches of driving people to Web sites as destinations, to distribution content via social media to drive people to Web sites as destinations.

OPE stands for owned, paid, earned, which is pretty much Madison Avenue's new mantra for digital marketing, but especially for online video. Owned is branded entertainment created (and owned) by a marketer. Paid is the stuff they buy (ie. advertising avails). Earned is either PR or social media, depending on your perspective.

PPI is post-play interaction, which Davis said should be the end goal of any online video campaign.

With that advice, go out and just do it. Or don't.