Myths 7-8: Repurposed spots are ok; no way to integrate
Myth #7: Using my 30-second television spot on the web will work just as well.
Reality: As one executive at a popular video-sharing network remarked, a straight transfer of a TV ad to the web is the "path to hell." Viewers expect more from their online video advertising. The current advertising marketplace is highly disruptive. In this environment, marketers cannot be complacent. If they are, it won't be long before more agile competitors that are creating better interactive experiences outmaneuver them. Some advertisers are using their B-roll to create internet-specific ads, which is a good start but marketers need to offer a much more engaging experience than a 30-second spot has typically offered.
Myth #8: Integration between video advertising on TV and the internet is too difficult.
Reality: While advertisers should not take their 30-second spot wholesale from TV and deploy it online, they also shouldn't create standalone spots for the internet that are distinct from the overall campaign. They certainly should be taking advantage of the interactivity offered by online video. As content owners are slowly discovering, the internet offers consumers the opportunity to engage in ancillary content, and the ability to drive users back and forth between platforms. Advertisers should buy advertising as integrated campaigns as media companies create more complementary content for their offline properties. Content companies and television networks are finally realizing their audience can be found in multiple places -- online, watching TV, browsing video content on their mobile devices. There is an opportunity for agencies to play a strong role as intermediaries as they broker integrated campaigns to bring brands into interactive broadcasting environments.
Marissa Gluck is co-founder and managing partner at Radar Research.
