It's been a contentious issue of late about the ease of using existing above the line advertising on the web. The most common being straight to banner press ads, is to stream an exisiting TVC into a banner...



Here's some ways to look at it.

1) it's cheap to produce, and it's eyecatching becasue it's moving. fast.

2) it's cheap, and nasty, in that it's not a good use of the medium for numerous reasons (too many to list here... probably), it's TV trying to be the internet within the internet, it just is not going to be as effective as it was on the "i'm glued to the..." telly. The audience is vastly different and in different modes to recieve

3) it's (more) expensive to serve per unit and there's generally less units per $ from a media agency (perhaps counteracted by the view-to-aquisition ratio) and it "polite" loads (that's after everything else in the page) so the chances are you might not even see it.

4) It can be used to an advantage when combined with interactive elements like this work from tribal DDB


But I must say that all in all it's very heavy k wise, often tenfold that of a page which it's placed within, and given the cost of broadband in some areas - especially oz - I do wonder about it's relevance.


c'mon 1.5 mb for a banner ad? or is this just in the showcases...