Web Commercial Wearout. It’s Great News.

7 08 2008

Daisy Whitney wrote a good post over at NewTeeVee.com about getting sick of the same ads over and over again in online video.

While it may sound counterintuitive to say it, wearout is actually great news.

It means an audience is seeing online spots with enough reach and frequency to make an impact. OK, more than enough reach and frequency, but… you take my point.

“We can recall the ads, no problem: CBS Interactive says 50 percent of consumers remember the brands, NBC.com claims 86 percent do, ABC.com reports 84 percent of viewers recalled ads, and Revision3 says 100 percent of its viewers could name at least one sponsor (…) ABC also said ad recall is even higher for brands that mix up the creative or use interactivity than for those that simply repurpose 30-second spots.

Mass audiences are fragmenting into micro-audiences.

This means advertisers and agencies will need to abandon the traditional “pound the consumer into submission” tactics of mass advertising and learn how to generate new ideas faster and more cost-effectively than ever.

It’s an exciting time to be in business. Not an easy time, but an exciting time.