Tuesday, May 09, 2006

GE Tries Embedded Commercials

GE is trying to persuade DVR owners to hit the pause button to get behind the scenes information about its "ecomagination" commercials.

The One Second Theater campaign displays additional information when viewers hit pause during a commercial. The format is the same for online ads too.

Well, this assumes that people would be interested in the commercial in the first place, but I could see this working if properly executed. Advertisers could "hide" prize information or humorous twists inside of commercials as a way of getting viewers to watch.

Or, I could see popular prime time shows working with advertisers to customize clues within the commercials. Imagine -- want to see what happens on Survivor or Lost next week? It's hidden within one of the commercials or online ads. The interactivity potential of video ads is huge and someone smarter than me will figure out how to make it work.

Posted By Jason Dowdell at 08:17 AM
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