About a year ago I was speaking with the MD of a Melbourne advertising agency who told me online is still being looked at as BTL by most clients.
Today we see more and more TV commercials pointing to websites and clients starting to realise that the experience online can’t be matched by a 30 sec ad.
Unless it’s an ad about your website. Here’s the latest (and very clever) ad from VW UK:
So is TV going BTL? Or should we just stop using these old school marketing terms and start thinking about “experiences”?
Agreed - it’s a one-way road that points online.
Great find Tamir.
I think your emphasis on terminology is right too.
Having just produced a TV campaign that would NOT have suit online, it’s about better describing the kind of marketing on offer to clients.
(Now we need to get cracking re-building our new website to match my sentiments!)
by Richard Leigh on April 21st, 2008 at 11:32 am
Thanks Richard. I believe most TV campaigns are not suited for online. Different mediums with different watching attitudes - leaning forward for web Vs. leaning back of TV. Push Vs. Pull etc.
by Tamir on April 21st, 2008 at 5:50 pm