Where Will Ads Take You, Today?

Posted on December 7, 2006
Filed Under For Argument's Sake, Advertising/Marketing |

The number of ad services serving different elements of the long tail is increasing, naturally. I came across one earlier that sells ads on intellectual and cultural blogs. Problems? Couldn’t navigate back to the home page when my application went wrong. And why is their no hyperlink here to their site?

Then there’s this movement:

“Toyota has launched a podcast campaign to promote its Lexus IS, in partnership with Vibe Magazine and independent hiphop/jazz fusion recerd label Hidden Beach Recordings. The campaign is supported by blog advertising. The site features downloadable MP3s, and the ability to subscribe to them, of half-hour samples of Unwrapped CD series.”

Xolo.tv do the same for BMW and the Mini-Cooper. Low cost, and not advertising. More like programmes that extend the brand using videomakers who see brands as a natural part of their business. A point us older folks have missed.

The guys at Xolo tell me that many of the large companies in continental Europe “get it”. They’ve investigating plenty of deals - did the Coca Cola one in the summer. What do they get? Younger people than me don’t care if they watch a programme about the Mini-Cooper but would hate you to interrupt a programme about windsurfing with an ad for a Mini Cooper.

I think I also will go that way. A film about Harper Collins’ authors and their books would do me good. But don’t interrupt my Lost viewing with an ad for a Gordon Ramsey book.

And please don’t give me product placement. All I want this Christmas is a free movie or other content to see me through a few grey days. A land Rover adventure video, a Mini-Cooper challenge vlog or maybe one of those down hill ski videos. Say it with content.

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