Conclusion
These have been just a few examples of the many creative media placements and concepts happening every day online, and I do hope that this type of creativity never goes away.
While there is a time, place and need for online media marketplaces, some site-specific opportunities would never have been realized if media planners only stuck with the basics that could be bought in a commoditized way.
And we still have far to go. Imagine what opportunities we might find to make a difference with just a little pinch of creativity and dash of risk.
A revolutionary new idea can eventually become a mainstay in our media options. For example, I executed the first Unicast superstitial back in 1998 to promote the Universal Pictures movie “The Mummy.” Around the same time, I did a DHTML ad layer to promote another film release, “End of Days,” on MPlayer and other sites-- before PointRoll was even born. While controversial at the time, they made a buzz and eventually landed in the mainstay of ad units online today.
In my experience, risk is worth the reward.
