NONE: Re: ONLINE-ADS>> World Cup Banner Ads
Re: ONLINE-ADS>> World Cup Banner Ads
Rafe Furst (rafe_at_pickem.com)
Tue, 23 Jun 1998 00:06:55 -0700 ()
Mark Pruner <mark_at_webcounsel.com> asked:
> How does the effectiveness of these World Cup banner ads
> compare to banner ads on-line? (You get to define
> effectiveness. :)
Well, since I get to define effectiveness, I'll define it anecdotally, and
give my completely unexpert opinion. I've also noticed these and their
similarity to web-style advertising. As a viewer I find at least the Budweiser
"frame" extremely effective for the following reasons:
- It is associated one-to-one with a soccer goal, and a soccer goal is:
a) cause for insane celebration for half of the people watching
b) an extrememly exciting event (whether it's for or against your team)
in comparison with the other 89+ minutes of the game
- By "framing" the replay action it guarantees:
c) I will be watching all five or so replays
d) I will notice the Bud frame because it changes the viewing area
dynamically when it comes on.
- Various subtleties:
e) They write the word Goal as "Goooooal!", which ties their product in my
mind to the universally-recognized announcer who yells this when there's a
goal. In my office people cannot help themselves from copying that voice
whenever they see a goal scored (myself included).
f) The product (beer) is one that goes naturally with the celebration that
these ads are trying to capitalize on. It wouldn't work as well if the
product were diapers, for instance.
What I find disconcerting is that it's not obvious (to me) what the take-away
lesson is for web advertising itself. I can certainly see some lessons for TV
advertising though. If I were a beer company I would definitely be trying to
brand the home run in baseball in a similar fashion...
--Rafe
ps, Mark, I am not in advertising, so forgive me for co-opting your question
with my own observation. I was just excited when someone else showed more than
casual interest in this small convergence of media :-)
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Rafe Furst .......Pickem Sports....... www.pickem.com
rafe_at_pickem.com Real Traffic - Real Revenue (650) 858-2711
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