Coull Blog

In the brave new world of online advertising we are able to break convention to deliver great pieces of creative that our target audiences actually want to see and enjoy, so much so that they will seek them out and then share them. This is a world apart from our TV brethren for whom the 30 second rule is indeed golden, if you haven’t sold what you’re selling in 30 seconds then you may as well give up the ghost and go and print something in a newspaper or something even more archaic.

Being free from the old rules means that you can make creative like this piece from Grey London for Toshiba

700,000 people have opted to watch the clip it lasts over a minute and gets across brilliantly the fact that Toshiba are doing some pretty wondrous things with technology. It is a piece of creative that is perfectly suited for online and the 100,000 people who have watched the ‘making of’ video in all of its glory (over 3minutes) probably agree.

Does this mean that everybody should now stop making 30 second spots for TV and now concentrate on making multi-minute masterpieces? No. Of course not, there are still billions of pounds being spent on TV advertising every year and for good reason – it works.

But what happens when that 30 seconds of cinematic glory is re-used online? More often than not it attracts 35 views from the advertiser’s marketing team and then gathers digital dust on the shelf and is never talked about again. The received wisdom is that you simply shouldn’t re-use a TV ad online because it doesn’t work and marks out your advertising as passé. Personally – I think that it is absolutely fine to get the most out of your hard work as long as you make it work for online!.

At Coull we specialise in adding interactivity to a video, making a TV ad as online friendly as possible makes it work harder for you and our recent work for TDC seems to hold this up. Their series of naturist advertisements are generating almost as many interactions as views and that is a stat that any online advertiser would be happy with.

If you haven’t seen enough of them then you can see them all here – http://tdc.dk/reklamefilm/

This entry was posted on Thursday, January 28th, 2010 at 1:54 pm and is filed under Coull Misc. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.