Recent research from Universal McCann calls on advertisers to take advantage of the new commercial opportunities presented by the increasing consumer demand for everything online to be available for free.
The ‘Welcome to the Free World’ study shows that as consumers focus their online experience around social networks and video sharing sites, advertisers will need to move beyond just placing banners on websites.
‘Free’ will be the dominant metric of the online world and the brands that are willing to be creative are in a strong position to take advantage. The increasing amount of free online content means that only strong creative ideas backed by multimedia executions capable of engaging consumers will stand out, and brands will need to divert budget away from TV and into digital in order to capitalise on the growth of free online content.
According to the study, brands that have already taken advantage of the growth of free online content include Intel, which recently ran a campaign on MySpace; and Microsoft, which placed branded instructional videos on the VideoJug website.
Similarly, Futurescape's research into online television shows that many major brands in America and Britain are already embracing digital and particularly the opportunities afforded by product integration within Web series. Intel and Microsoft will both appear in the forthcoming scifi thriller Gemini Division, while the car manufacturers are the most active sector. In the UK, Ford has backed Bite and Where Are The Joneses?, and Toyota was a major sponsor for KateModern.
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