American Express Understanding The Nature Of Online Ads

from the make-people-seek-it-out dept

Slowly but surely, it looks like some online advertisers are getting it. The internet is different. It's not the second coming of TV. It truly is interactive, and therefore, expecting users to happily be interrupted in order to watch a TV commercial is ridiculous. BMW got this early on, with their BMWFilms effort, and we've been talking about others who realize the importance of realizing that there's no difference between content and promotion. People will seek out good content - even if it's directly promoting something else. Honda also figured this out with their cog commercial. They didn't play it on American TV because, at two minutes, it was way too long. However, plenty of Americans online have sat through that advertisement multiple times - because it's entertaining. American Express appears to have figured this out as well. Over at E-Media Tidbits, Steve Klein points out that he just happly sat through a four minute short from American Express starring Jerry Seinfeld and Superman. American Express is only putting the short film online, and (if you like Seinfeld) it's worth watching - even if it is promoting American Express. They knew to make it entertaining so that people would seek it out and watch it on their own, rather than be pissed off at having it interrupt what they were doing online. Advertisers need to learn they no longer have a "captive" audience. Some are getting it, while others are just getting desperate.
Hide this

Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.

Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.

While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.

–The Techdirt Team


Reader Comments

Subscribe: RSS

View by: Time | Thread



Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here



Subscribe to the Techdirt Daily newsletter




Comment Options:

  • Use markdown. Use plain text.
  • Remember name/email/url (set a cookie)

Close

Add A Reply

Have a Techdirt Account? Sign in now. Want one? Register here



Subscribe to the Techdirt Daily newsletter




Comment Options:

  • Use markdown. Use plain text.
  • Remember name/email/url (set a cookie)

Follow Techdirt
Special Affiliate Offer

Essential Reading
Techdirt Insider Chat
Recent Stories

This site, like most other sites on the web, uses cookies. For more information, see our privacy policy. Got it
Close

Email This

This feature is only available to registered users. Register or sign in to use it.