So yesterday I attended First Look, AOL's digital upfront presentation. Now, it wasn't on the scale of a network upfront, but I was grateful for that -- being herded like cattle is not something I
look forward to.
The net/net of the event: original programming is leading the way. "Million Bucks," "Gold Rush 2" and "iLand" are all original, game-oriented -- and more important, they are
engaging. The question of whether or not these programs will be successful from an online ratings perspective remains to be seen -- but if "Gold Rush," the first, is any indication, marketers and
advertising buyers may be witnessing a true change in the online advertising tide.
What do I mean? Well, up to this point, I would argue that the majority of the integrated programming has
been driven by the desires of the brand at the cost of the content. Now, before you flip out, hear me out. What I mean to say is that if you look at what, or better yet, who, has been driving the
programming, it has been a brand.
Now, if you are looking at pure numbers -- uniques, pages views, clicks -- there have been some real successes. But what I am talking about is real
programming -- programming that is based on quality content that delivers an entertaining experience for the audience. The fact that you might find higher recall or brand awareness is, frankly, just
an obvious byproduct of that experience.
Follow me for a minute. You are watching a program. The video is clean, the audio sounds good, you have single screen and are able to focus on the
content. The interactivity is unobtrusive. The story is strong and you find it entertaining. The experience is pleasurable and you will most likely watch again. Or, you are watching a program. The
video is choppy, the resolution is low, the audio is not synched. Ads keep popping from Flash on the side. The experience is not so good. The story is strong but you are unable to focus because of
everything else that is distracting you. The content is tainted despite the fact that it may be good. Now imagine if the content were sub-par. Do you think you would go back?
I'll leave you
with this thought: All the great programs and enticing new advertising opportunities we're about to be exposed to at the upfronts will dazzle and delight. But before we all rush to buy, let's stop
and consider the experience for a moment --because at the end of the day, that's what is really going to drive long-term success. Then again, I may be a naïve and jaded old interactive
fool. You tell me.