Letters: It's interactivity that gives video ads value
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Online video is certainly one of the hot areas for growth both this year and heading into 2009, and your Special on the subject addressed many of the key areas that we at Coull are observing (NMA 22.05.08).
You say that brands are relying heavily on repurposing existing TV commercials online and, as an interactive video platform, we see a lot of this. As video production can require a significant budget, it makes sense that marketers feel they could (or should) use the same creative for online.
However, the ability to bring qualified responses following a call to action is significantly higher with interactive videos because they provide the viewer with the means to learn more about a particular product, service or brand. This creates a lean-in experience rather than just the lean-back one typical of TV ads.
From Irfon Watkins, CEO, Coull
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