Blog-o-kvetch

A blog about new media and it’s role in IMC.

Apple and Video Ads

with 4 comments

This week, video ads were one medium we discussed in IMC 619. But are they effective?

When I’ve had a free second the past few days, I’ve been going to Espn.com to check my NCAA Division I basketball championship bracket. There’s currently a video ad for the Apple iPhone Touch that forces you to watch the ad before you can click on the handy “My Bracket” link. Of course, I could avoid the ad by directly bookmarking my bracket page, but I’m lazy, much like most of the populance.

espnscreengrab4

The ad’s annoying if you are in a hurry to see your bracket. It also runs slowly if your bandwidth is not up to par.

This isn’t the first time Apple has used video ads. A few months ago, the “PC” and “Mac” guys, aka John Hodgman and Justin Long, were featured in a video ad on the New York Times homepage.

nytimesgrab1

Interestingly, television ads for the iPhone have featured the New York Times homepage as well. Have the two companies struck some sort of agreement?

Maria Russo, writing on the LA Times blog, calls the ad “a continuation of Apple’s history of designing Web ads that are literally out of the box– they don’t stay confined to the traditional online ad “cubes.”

Douglas MacMillan, writing in Business Week says, “Whatever form they take, online video ads are confusing for consumers. Can an ad be skipped, and what happens when you click on a banner or link—those are just some of the questions that leave Internet users scratching their heads.” MacMillan echoes my complaint as well: online viewers are more impatient than TV viewers.

This hasn’t stopped a proliferation in online video ads, however. According to the Wall Street Journal, “research firm eMarketer predicted that online video-ad spending by U.S. advertisers would grow 45% to $850 million in 2009.” There’s also no industry standard yet with regards to online video ads. Should they interfere with the site? Be optional to view? Be 15 or 30 seconds long?

What do you think?

Here’s the full Apple/New York Times video, which ran in September 2008, as well as the current ESPN iPhone ad. Thanks YouTube!

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Written by fsk50a

March 21, 2009 at 10:18 pm

4 Responses

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  1. Francie,

    Hey, your blog was interesting. I LOVE the name for it- very clever!

    Colleen

    Colleen White

    March 22, 2009 at 7:28 am

  2. interesting with good conversational style – of course, sports had to be involved in your discussion! – good luck with this blog – ms d

    caryl jo dagro

    March 22, 2009 at 10:44 am

  3. Welcome to the blogosphere, Francie! You’re off to a terrific start. I’ll add you to my blogroll. Best wishes!

    Charles Apple

    March 22, 2009 at 11:01 am

  4. Interesting POV. As an aside, I am cell phone shopping right now and all the companies are shoving the iPhone down my throat. I told the last guy I thought they were pretentious and that I don’t need pics to navigate a phone. Mostly I just don’t like salespeople, but it’s partially true. 🙂

    Natalee

    March 22, 2009 at 3:33 pm


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