Last week, we talked about how the Interactive Advertising Bureau (IAB) is planning a multi-million dollar, multi-media campaign targeted toward the decision makers in the marketing and agency realm, designed to treat Interactive as a BRAND and push adoption of interactive advertising and marketing.
In response, Theresa Wabler, Account Executive, Gregory FCA Communications, Inc., asked: “Why is television being ostracized from the 'media mix'? The IAB is instituting a multi-million dollar, multi-media campaign - yet is ignoring one of the mainstays of advertising. I realize that the concept behind iMedia is to be innovative and alternative, but there are numerous instances of television, especially direct-response television, driving traffic to Websites and tremendously augmenting e-commerce. Has the need to be innovative superceded the need to be effective? Instead of building a bridge between mediums, it seems a chasm was built in its place.”
When we ran this question past Greg Stuart, CEO, Interactive Advertising Bureau, he explained that the decision not to use TV is based upon the target market. “We are advertising to marketing and agency people, not consumers. I would not think that TV would make sense in this context,” he said.
Joel Greenberg, Interactive Strategy Director, GSD&M, also wrote in on the topic, saying he does believe the IAB is “almost on the right track by promoting the media as a ‘brand’,” but he also thinks the agency should be directing its efforts at better explaining the benefit of games, simulations and interactive vignettes, and providing leadership in bringing about standards for tagging TV commercials “so that TiVo and Replay players can find commercials that are of interest to their owners in the same way they search out television shows. Doing so will allow people to view the commercials they want to see. If you were, let's say, going to build a new deck in your backyard, wouldn't it be great not only to see the appropriate DIY shows relating to decks, but commercials for the products you'd need to help you with your job? That's the big promise of TiVo and Replay from an advertising point of view. It's the essence of interactivity: show me things that are of interest to me.”
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