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Introducing Television Commercials to the Web

When television first began to take hold of the American imagination and set up permanent residence in American homes, commercials were part of the deal. In fact, some of the most enduring television shows in history started as vehicles to sell products. Daytime soap operas as they were called from the early years were conceived of as programs that would be attractive to stay at home wives, who were the target market for a variety of soap and laundry detergent products.

The web was a little different. The early days of the web were marked by the openness of the platform, its potential for universal reach and its appeal as a haven from commercialization. That didn't last long. Initially companies set up web sites that looked very much like brochure, and then very quickly advertising came on the scene. The reaction was not entirely positive, but the die was cast, as the Internet boom of the 1990s was fueled by the media potential of the web.

Since that time we have seen the state of the art of web advertising shift from static banner ads, to sidebar ads that never leave the page, to pop up ads that sit on top of the content that viewers wish to see. This latter type of ad would be akin to a twenty-second commercial appearing on top of a television show that continues to run. And the reaction, again, has not been entirely positive.

But this has not stopped the onward march toward new forms and fashions of marketing on the web. The most recent example of these ads look very much like television commercials. They appear on the side of the page as it loads - and sometimes on top of the page - and they are animated. The ads are also sometimes created like audio, and feature vignettes that are selling a product or service of some kind. They, in other words, are just like television commercials.

In addition to being powerful branding devices, these ads provide an advantage that traditional television advertising cannot. These ads can allow viewers to immediately click to learn more or make a purchase. As such, the web-based television ads provide the advertiser the opportunity to have something of an ongoing discussion with the potential buyer in a way that a TV ad cannot. While TVs can direct viewers about how to behave next, the viewers must take the additional step of picking up the phone or going to the store, etc. With a web TV, viewers simply need to click to go to the next stage of the sales process.

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