• by Naomi , Chris Young , September 2, 2010

As an "ad man" in the digital age, I'd argue that the same creative tenets that guide the infamous Don Draper -- "Mad Men"'s creative powerhouse -- still hold true for crafting online branded entertainment campaigns in today's digital world.

Here are just a few parallels I've picked up over the past four seasons:

1.     Base your online video advertising campaigns on solid research. The now infamous Pond's Cold Cream focus group scene from the "The Rejected" (season 4, episode 4) tells us that market research can give you a solid foothold in discovering more about the wants and desires of your target audience. In this dramatic scene, we find that Peggy's "beauty ritual" messaging concept is wholly rejected by the focus group, which revealed that when it comes to beauty and beauty rituals, all women are really looking for is something that will help them find a man. (Crazy, I know, but it turns out Pond's was right on the money  -- even if Don did think the groups' findings were "so 1925.")

In the same vein, there's been a flood of research recently on the efficacy of online video advertising -- specifically long-form content (e.g., eMarketer's Video Content and Syndication report, July 2010). DBG conducted a similar study last January and, much like eMarketer's findings, discovered that consumers view and engage with long form branded videos at significantly higher rates that short form videos. Additionally, the 2010 Magid Media Futures Study on Online Video discovered some stats I found particularly interesting: (1) 50 % of Internet users now watch online video weekly or more, (2) continued growth is expected in time spent watching online video with a net of 5 percent more viewing in the next 12 months, and (3) 76% of online video consumers watch professionally produced clips regularly.

Now in a lot of cases, I'm all for the "trust your gut" Don Draper mantra, but it seems to me that brands would be silly to ignore this important data.

2.     The content always has to speak to your audience. In "The Wheel" (season 1, episode 13), Don teaches us to look beyond the product and focus on the emotions and sentiments that the product or brand evokes. When concepting a long-form branded series for the Web, the same strategy absolutely applies. Not only do you have to be mindful of the pure entertainment value, but you've also got to make sure you're helping your audience to experience the brand on a much deeper level. For example, two computer industry heavyweights sponsored an original live music series that gave their audience a way to experience both brands and their music-related products in a way that traditional digital advertising could never allow.

3. Take risks. In the season 4 premiere ("Public Relations"), Peggy Olson takes an enormous risk in order to re-energize the Sugarberry Ham account and get people talking about the product. Sure, embarking on a branded entertainment online campaign may sound like a risky endeavor, but long-form online video content has proven time and time again to be a practical and creative advertising technique that produces real results. And with online video advertising spending estimated to peak at $1.5 billion this year (source: eMarketer), it's probably worth getting in the game early.

4.     Know your competition just as well as you know your client. In "The Chrysanthemum and the Sword" (Season 4, Episode 5), Don teaches us that it's smart to always be one step ahead of your competitors. His stunt in faking the production of a full-scale television commercial to make his competitors sweat during the Honda RFP process was absolutely brilliant. Luckily, in the online video advertising world, there has been a ton of technological advances (e.g., targeted distribution, creative programming options, creative sequencing, etc.) that have made it easier than ever for companies to gain their edge, build their reputation, and, more important, help them stay ahead of their competition.