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Advertisers Look to Infiltrate Video iPod
Monday, January 30th, 2006 at 2:00 PM - by Brad Cook
As downloadable video increases in popularity, advertisers are trying to figure out how to put their pitches in front of as many eyeballs as possible. "It's a lot of trial and error," a global marketing director for General Motors told the Wall Street Journal's Suzanne Vranica (subscription required).
While TV shows available on the iTunes Music Store are commercial-free, some companies are tacking recycled ads onto video podcasts while others are turning their pitches into content that can be watched on its own. As an example of the former, Ms. Vranica cited Nintendo placing a videogame ad at the beginning of GrindTV.com's video podcasts.
As an example of the latter, Ms. Vranica turned to Anheuser-Busch, which has created mini-documentaries that feature Ted Ferguson, who appears in TV ads that show him performing such "stunts" as staying at work five minutes past five o'clock on a Friday. Marlene Coulis, vice-president of brand management at the brewer, said that the clips have been downloaded over 10,000 times since they debuted in mid-December.
The company plans on advertising during the Super Bowl, and Ms. Coulis said that those commercials will be available for download shortly after they air. She believes that they can be enjoyed on their own, "so long as they are entertaining enough."
A media services firm representative told Ms. Vranica: "Consumers have agreed to download your messaging -- they are agreeing to transact with you -- you have to be subtle and stop being used-car salesmen."
Thanks to iLounge for the link.
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