The revolution of Broadband Internet & New Media devices (3G phones, iPod’s, etc.) lies in their unprecedented ability to play video. As such, they present a viable alternative medium to television.
The Internet is probably one of the most effective medium in enabling advertisers to reach out to specific targeted audiences.
People are increasingly spending more time surfing the Net on account of television viewing while experts have proclaimed an end to the dominance of the all-too-familiar TV spot. Meanwhile, traditional online advertising methods (banners, direct email…) are losing their effectiveness.
The online consumer-oriented approach focuses on creating an environment where viewers and consumers are positively engaged. They become proactive 'brand ambassadors', spreading the word by:
1. Forwarding the viral ad to friends and colleagues as email attachment
(word-of-mouse);
2. Posting it on a blog or personal page such as on MySpace;
3. Uploading it on an online video content site such as YouTube, MetaCafe and
GoogleVideo and
4. Talking about it with friends, thus creating a buzz effect. In the Internet and New
Media generation, it’s all referred to as word-of-mouse.
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