Advertising campaigns on the digital medium are an inherent part of Digital Marketing initiatives by bigger brands.

They offer immediacy, instant results, and if done right, can be less intrusive than they are perceived to be.

A few years ago, the hottest thing in online advertising was the shoskele- an ad unit- that almost hijacked the page due its overlay properties- did its thing and went away to settle down in a smaller, regular size banner.

The argument against it could be that it is hugely interruptive. however, if you integrate your creative and media together, it can be less intrusive and more enjoyable.

In my many previous experiences, I have seen that weaving various elements together can give you a great RoI- we have seen CTR increases- but more importantly people were clicking on ‘Replay’ and watching the ad all over again!

I found this new ad- being promoted by a French crime TV series called Braqupo.

They bought the media on YouTube and MSN. Watch how it works.

Braquo ad on youtube.com from Jay Salvat on Vimeo.

Typically these kind of media buys are done on a daily basis, and not on a impression basis. And they are not cheap. Can set you poorer by about $20k-30k a day for one day on one of these channels.

Not only is this ‘Rich’ – use of video, audio and animation elements, it even interacts with its environment- the web page content- which was only possible in this type of media buys.

You could reach a reasonably sized audience- and get more impactful awareness – probably it could still be cheaper than TV.

Shalabh
(@shalabhpandey)