The average American is exposed to more than 500 brand messages every day-- by some counts as many as 3,600 total marketing messages. Brand messages proliferate, sneaking their way into every corner of our day to day media lives. Every time we stand in the supermarket checkout line, sit in the stands at a pro football game or take an airline somewhere, we are exposed to more and more marketing messages.
Even the dowdy New York Times Digital has 14 ads on the home page!
Cutting through the clutter is the number one challenge for marketers, and this is one reason why online video can be so compelling. As video grows online, the best campaigns share heightened interactivity and strategic targeting.
Let's review some of the most recent innovative interactive video campaigns to see just how they captivated viewers.
Author Notes:
Mark Naples is Managing Partner for WIT Strategy. WIT Strategy is a strategic communications consultancy that serves clients who do business on the web in the US, Europe, and Latin America. WIT Strategy helps these organizations identify and leverage marketplace opportunities, developing and executing strategies that enable them to meet their sales and marketing and/or corporate public affairs objectives in the most cost-effective manner. Formerly the Vice President of Marketing, Investor Relations, and Privacy Officer for 24/7 Real Media (NASDAQ:TFSM), Mark's experience in media, marketing and public affairs with firms such as Ogilvy & Mather and Kearns & West has ranged from lobbying for the "Baby Bells" as part of the Telecom Reform Act of 1994 to the summer 1996 re-launch of AOL.com.