This year is set to become the year when weird advertisements as marketers discover the word-of-mouth potential that they can offer, an expert has declared.
Media pundit Jon Fine says that weird ads will get a reaction from the public, but they will still need to be properly targeted to get results.
“Of the many factors that will decide how the ad pie is split up in 2007, perhaps the biggest is how quickly these next-generation web platforms become mainstream ad vehicles and score sizable portions of marketing budgets,” he writes in Business Week, highlighting the potential of viral or online video adverts.
He urges “big marketers” to “relax about getting weird”. “Video ads that get the biggest online bang are those that elicit a simple three-word reaction: What the hell?,” he adds.
However, Matt Smith, co-founder of Viral Factory media agency, said that ‘edginess’ of such online ads will decline as more brands get involved, so it was crucial to get the freak on now and get weird early.
Yet there are other ways to win online market share, other than going for ‘weird’ ads. Volvo, for instance, has linked up with Microsoft so that appropriate blogs are linked to the auto maker.