Brian Fitzpatrick, managing director for Adap.tv Europe, discusses how video ads may become viral and attract a great audience, mainly through meeting the needs of brands and consumers.
Online video ads: how to give your audience what they want – and benefit your brand
Released on YouTube and Facebook the day before its first TV appearance, this year’s John Lewis Christmas ad was viewed online by over a million people in less than a week. In one and a half minutes it tells a story that engages, enthralls and evokes emotion – and, in doing so, achieves immeasurably more for the retailer’s brand image than an offering that ‘pushed’ its products could ever have done.
The huge success of this viral campaign is a useful reminder of what constitutes a good ad at a time when the advertising industry is experiencing a period of fundamental change. Now more than ever it is important to be realistic about the fact that, whilst most people accept that ads are necessary and help to keep content free, it is unlikely that they actively welcome them. The John Lewis ad however demonstrates the effectiveness of great creative.
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