Huffingtonpost & JWT partnership bears new possibilities
Posted July 7, 2006on:
As most of you may know, Huffingtonpost.com is one the most successful & most growing online news blog ( can I call it that way , I guess so ) which has many loyal audience. From Saturday, June 17 – Saturday, June 24, Huffingtonpost and JWT partnered to present “creative video ads” which can be easily forwarded via e-mail, links and IM. This partnership was entitled as “social advertising” and can be viewed from here
During that period JWT has bought all the ad spaces at the main page of Huffingtonpost in order to strengthen the concept. Also they use Vidavee’s technology to deliver the videos and the tracking. Chosen videos are selected by their “viral potential” and “humour effect” . This is a bold move for a agency that is 142 years old because instead of forcing users to watch or forward their advertising, they let them “choose to watch and forward”. So, if those ads has viral effect, this test will bring good metrics and return from users. If not, will they still going to share with us the results ?
Another interesting move from JWT with Huffingtonpost is, a panel discussion with Martin Sheen, Michael Patrick King, and Arianna Huffington; led by Craig Davis was held at Cannes Advertising festival with the title “From the makers of Pop Culture” which can be viewed as complete edition from here
They talked about finding new ways for resonating with customers and also looked for answers to this questions;
“What can the advertising industry learn from TV shows like these?”
“How did these shows manage to stay creative, fresh, and edgy?”
“How can advertisers be as compelling and achieve the same reach?”
It’s a long video, but it’s worth it , please do watch.
Advertising agencies already aware of the power of online marketing, now they began to realize the power of “online people” and their social environment. The phrase “social networking” becoming more and more a business term for those who wants to get user’s attention. The perception of consumer is beginning to evolve with internet 2.0 and I believe that we are going to see more of this kind of experiments from big advertising agencies. They are a little bit “late” with the discovery of blogs and social networking, but hey, its better then “never”. With their power, there are millions of possibilities that can change the “user experience” to “social experience”.