Honda campaign shows the value of online branding
The Honda experience is being played out all over the Web, prompting experts to predict a rebirth in brand advertising online.
Online branding ads use rich media, meaning they include video or animation. They are aimed at creating an image for a company or a product – not immediate click-through sales.
The Honda campaign was set up to augment their successful TV campaign showing Honda owners who look like their cars.
Visitors to Honda.com were invited to post photos of themselves and their automobile doppelgangers and it got such a flood of response Honda produced a separate Web commercial featuring the submissions.
Sounds like the stuff that got Yahoo! so much attention back in the day.
Jared Spoole of User Interface Engineering has been using cartoons on line to promote the upcoming UIE 9 Conference. When Jared uses something online, we should all pay attention.
The growth in rich-media advertising, which is where the bulk of brand-ad dollars are going, is expected to outpace growth in paid search this year and continue at a faster clip through 2006, according to researcher eMarketer.
Watch for the growth of effective animation and clever rich media ads online. It’s a website content strategy that is working.