Entertainment: Alan Schulman, imc2
When it comes to entertainment sites, one that might want to delve into some stronger branding and better usability is Spike.com, the little bro' to Viacom's Spike TV network.
OK, so just because this is a network for guys doesn't mean it has to assault you from a user experience perspective. Honestly, it's great to have video on your homepage. But to make sure its value justifies the kind of homepage CPMs that video pre-rolls and spots are getting these days, please don't assault me with multiple pieces of video auto playing simultaneously. Some are ads and others are content, but who can distinguish?
Oh yeah....there's that "advertisement" copy burned in over the fat guy who is next to the clips of the bikini-clad chick who is right on top of the feature story. Lots of content categories to choose from here for your average brain-dead male misogynist -- like girls, games, viral and wheels.
But if you're looking for what's on the network that's hot or action-packed tonight, you'll need to do some digging down below the fold a bit. What I'd rather see is a network prouder of its logo and ethic (girls just don't get it) plastered right up front on the homepage with tonight's hottest content highlights rather than another story about the Sexy Pole Vaulter who took Gold. Those stories abound on every trashy guy's site.
C'mon Spike, be proud, be loud, and stop looking like a syndicated site for guys with your logo tacked on it. You're the guy's guy network!
Alan Schulman is executive creative director of imc2.
