Media Perceptions: Television Viewers Are Renters – Web Users Are Owners
The main subtext of recent viral ads by big advertisers is always, “Watch and feel good.” Wonder why?
Broadcast spots focus on customer benefits. They feature comedy archetypes (the Dad who is always a step behind his kids) that have a next-door neighbor feel. The spot is meant to inform with a little sugar to help it go down.
Last week’s T-Mobile web video with the Beatles “Hey Jude” and Trafalgar Square as a backdrop is a very different type of message. Web ads feature “happenings” and have nothing to do with features or benefits of the product.
The web user, acting like an owner, has an interest is increasing his online value. He does so by linking out content that does not include overt product pitches to followers and friends.
Ryan argues that advertisers on the web need this viral dance to occur after releasing a viral ad.
SOURCE The Way We Watch