Re: Can you Remember that ad ?
> I recently read a very intersting article. The author
> wrote that Offline Ads (in this case Television Commercials)
> are more remembered than online ads. This is due to different aspects
> of creativity and technology. For example, TVAds use sound. Meanwhile
> OnlineAds do not.
Eyeblaster, Unicast Superstitial, Flash...
I've come across numerous ads that implement sound.
> Will RichMedia & bigger size ads do the job ?
Tch!
Bigger is not always better
> Can you recap a TVad in your head ?
Yes.
> Can you recap an online ad in your head ?
Yes.
Additionally TV is a passive environment, you sit there
and get entertained. The web is an active pastime, you know
what you want and are trying to find it, it's similar to
asking what ads do you recall on the way to work, very few
because you were too busy trying to get to work.
Recalling an advert doesn't mean you recall the product as Dunlop
discovered some years back when their agency at the time did a
very in-yer-face TVad replete with gold painted fat-man, obscure
camera angles, screeching cars dodgy ball bearings all to
the accompaniment of the Velvet Underground (Shiny Shiny Shiny
Boots Of Leather).
When people were later asked to recall the advertiser when
they were shown all bar the ending credits of the ad they
all thought it was for a car manufacture when in fact it
was for Dunlop.
Sean Dillon
Traffic Manager
www.telegraph.co.uk
e: sean_at_telegraph.co.uk
t: 020-7531-3236
f: 020-7538-7236
Received on Fri Oct 11 2002 - 09:06:03 CDT
