Banner Ads Bother. Pop-Ups Annoy. Streaming Wars Aim to Revive Them

Variety | 11/19/2019 | Brian Steinberg
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TV’s newest commercials are starting to look an awful lot like the web’s oldest.

Any user of Amazon’s Fire set-top device might have recently stumbled upon an interactive on-screen graphic from Geico, the insurance company known for its heavy use of TV ads. In just 15 minutes, the company likes to claim, it can save people money on car insurance. But in considerably less time, Amazon customers who clicked on a Geico-sponsored sign on their Fire home page were taken to a screen where the company offered viewers access to a range of horror movies available on Amazon Prime Video – “Godzilla” and “A Quiet Place” among them – as well as two Geico ads tied to Halloween. Progressive Insurance tested similar Fire outreach a few months earlier.

Insurance - Company - Executives - Amazon - TV-watchers

Neither insurance company made executives available to comment (nor did Amazon), but TV-watchers in an era of streaming video doesn’t need corporate guidance to understand what they might have seen. Amazon, one of the heralds of a new age of watching TV, was making use of online banner advertising – one of the medium’s most annoying concepts.

Madison Avenue has hopes old web formats will gain traction in a new TV-screen frontier, one on which viewers watch fewer traditional video ads but might gravitate to an on-screen component that is just as clickable as one of the graphics that allow them to dive into a favorite series or movie.

Couch - Consumer - Cathleen - Ryan - Vice

“Put yourself on your couch. You are the consumer. What do you want?” asks Cathleen Ryan, vice president of marketing for Intuit, which has run interactive ads for its TurboTax on the Roku streaming hub. “What I don’t want is ‘Hey, look at that 15-second spot.’”

Roku, Hulu and other streaming-video providers that accept ads are betting that clickable modules tucked among their entertainment selections will win consumers’...
(Excerpt) Read more at: Variety
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