I hate to crow. Well, no I don’t. When a monthly beats the NYT to a story, it’s kind of fun. Anyway, the Times picks up on the web/TV advertising meme, which I wrote about a few months ago in 2.0.
Utilizing Unicast technology, a slew of sites, including MSN, ESPN, Lycos and others, will run ads from Pepsi, AT&T, Honda, and several others. This is real marketing. More than 100 million ads will be run in the six week test, with an estimated reach of 50-75 million folks. For those of you who don’t read 2.0…here’s the last line of my column (edited a bit for clarity):
“There are any number of problems with selling television advertising on the Web, of course. Will Web surfers accept it? Will they hit the fast-forward button (or will they be able to)? Will advertisers see the Web as a valuable medium? Can they even buy it in a way that makes sense to them — using the same reach and frequency metrics they apply to buying television and print? Can they let go of their decades-long dependence on the up-front and learn to love the Web?
I’d bet that the answer to all these questions is yes. But don’t take my word for it. … we’re going to find out sooner than most people think.”
I’d be very interested in reader’s reactions to these commercials, should you come across them.
One thought on “TV and the Web, Shoe #2”
I have not seen these yet, but I am am similarly annoyed by those new type of pop-ups that do not show the ‘close’ button graphic until the end. One day MSN had their whole home page as a Ford F-150 ad. When I arrived, the whole screen shook and out pops a screen-clogging ad for the new truck. I got the point, Ford has a new truck. The commercial worked, meaning we will see much more of it.