I'm pleased to present the 96th edition of the VideoNuze Report podcast, for April 22, 2011.
In this week's podcast, Daisy Whitney and I discuss 2 new video ads that I recently wrote about, the Desperados Tequila Flavored Beer ad on YouTube, and the Evian "Baby Inside" ad. I thought they were both highly creative and offered great opportunities for viewers to become involved. On the other hand, Daisy did not like either one, the Desperados ad because it required too many actions, and the Evian ad because she's averse to the images of adult heads on babies' bodies. As Daisy explains, often she just wants to enjoy ads as entertainment, rather than be required to act.
Daisy draws an interesting distinction between "interactivity" and "engagement," two concepts that are often used interchangeably. But as Daisy points out, many ads incite deep engagement while not requiring any interactivity. I can relate to the point as I found myself very engaged with "The Force" Super Bowl ad from Volkswagen, though it didn't include any interactivity. The larger point is that even though opportunities now abound for brands to immerse users in online experiences, more than ever they need to strike the right balance between pure entertainment vs. requiring to users to act.
Click here to listen to the podcast (12 minutes, 20 seconds)
As brilliant as the video ads on YouTube were for Tipp-Ex and Sylvester Stallone's "The Expendables," it's time to crown a new champion as the most innovative video ad yet on YouTube - Desperados Tequila Flavored Beer (right, I'd never heard of the product either). I stumbled on this one yesterday (gotta love those random tweets on TweetDeck!) and the ad raises the bar once again for the rest of the market. I'm not going to spoil the fun, but suffice to say there are some great head-fakes and really well-done interactivity.
Desperados is further proof of how tantalizing online video advertising is for brands ready to think out of the box and engage their target audiences in completely unexpected ways. Over the last few weeks, as part of the planning for ELEVATE: Online Video Advertising Summit on Tues., June 7th in NYC, I've been talking to a lot of executives in the online video ecosystem and what I consistently hear is the genuine desire by brands and agencies to learn how to do breakthrough creative, at scale, in the bustling new medium of online video.
VideoNuze is the authoritative online source for original analysis and news aggregation focused on the burgeoning online video industry. Founded in 2007 by Will Richmond, a 20-year veteran of the broadband, cable TV, content and technology industries, VideoNuze is read by executive-level decision-makers who need to get beyond the standard headlines and achieve a deep understanding of online video’s disruptive impact.