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BizReport : Advertising archives : October 09, 2009


MTV, InsightExpress find subtlety works on consumers

If you think your next online campaign needs to be flashy, noisy and aggressive, think again. A new report from MTV Networks and InsightExpress finds that consumers are more likely to react and engage to lighter, softer ads than to flasy, aggressive ads.

by Kristina Knight

According to the report

According to the report short pre-roll and overlay advertising combinations are most likely to engage the consumer and obtain a positive response - click, purchase or inquiry for more information. Conversely, researchers for this report found that flashy, loud and aggressive ads were likely to turn consumers off.

So, what is the key to soft-selling the online audience? First, the report suggests coming up with diversity in the campaign - a few display ads, a few video, some rich media/social ads and, above all, varying the content in all of the ads so that the message is the same but the delivery is different and engaging for consumers being bombarded with ad after ad when they log on.

Another suggestion, think about the content before attaching an ad. A longer, :30 ad tagged with a hard message wouldn't fit with, say, a 15 minute comedic clip from a sit-com or stand-up performance. Also, don't waste time or energy trying to come up with a campaign to use with user-generate clips. The report finds that advertising on or sponsoring professionally created content was most likely to be accepted by the consumer.
">http://www.insightexpress.com">short pre-roll and overlay advertising combinations
are most likely to engage the consumer and obtain a positive response - click, purchase or inquiry for more information. Conversely, researchers for this report found that flashy, loud and aggressive ads were likely to turn consumers off.

So, what is the key to soft-selling the online audience? First, the report suggests coming up with diversity in the campaign - a few display ads, a few video, some rich media/social ads and, above all, varying the content in all of the ads so that the message is the same but the delivery is different and engaging for consumers being bombarded with ad after ad when they log on.

Another suggestion, think about the content before attaching an ad. A longer, :30 ad tagged with a hard message wouldn't fit with, say, a 15 minute comedic clip from a sit-com or stand-up performance. Also, don't waste time or energy trying to come up with a campaign to use with user-generate clips. The report finds that advertising on or sponsoring professionally created content was most likely to be accepted by the consumer.






Tags: InsightExpress, MTV Networks, online advertising, rich audio, rich media, rich video, video advertising








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