Warner Bros. one of those using Banners 2.0
The Wall Street Journal has an interesting story up today on how online marketers are trying to get people to once again pay attention to banner ads. As one of the earliest – and most annoying – forms of online advertisements, banners are now sort of being looked right bast by web surfers. Text is the new hot online ad format but brand advertisers still prefer banners because they’re graphical, meaning logos and copy points can be arranged and included just like in a newspaper or magazine ad.
The trend of viewers ignoring ads is leading technology companies and advertisers to get creative about how those banners are created and what they look like. No longer are they static strips that clutter up a page design they’re becoming more interactive in nature and can include more elements. And some movie studios are using that to promote their movies online:
Movie studios are taking advantage of this. To promote the return of the Teenage Mutant Ninja Turtles in “TMNT,” Warner Bros. worked with Internet-ad broker DoubleClick, which Google recently agreed to acquire for $3.1 billion, to create an ad that included a video trailer, a brief description of the film, pictures, wallpaper and instant-message icons to download.
This goes hand in hand with the story I posted a couple weeks ago on Media Banners and how they were able to essentially replicate the content of an official website within an expanded banner ad. Rich media advertising is becoming more and more sophisticated both in its delivery and in its targeting.
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[...] Movie Marketing Madness » Warner Bros. one of those using Banners 2.0 How they are getting everything that used to be on a site into a Rich Media banner (tags: advertising engagement) [...]
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Come on Chris — and WSJ. Rich media ads created to promote movies have been around for YEARS. Not sure where the news is here.
Far be it from me to play down coverage of rich media and video advertising, but banners like the TMNT ad are actually Banners .3 Alpha, in my opinion.
The Banner 2.0 version would have had at least embeddable video and RSS feeds, and would have been completely portable — for example, if I was a TMNT fan, I’d be able to grab that banner and put it on my blog, social network profile, or e-commerce website (hate to throw in a shameless plug here, but we did this for SHUT UP & SING).
You know, just saying