The Branding Temptation
A friend of mine recently opened my eyes to a technology called VideoClix for rich-content editing and production. This remarkable technology actually embeds product information seamlessly into video clips of any kind, ranging from major films to streaming online product demos. Imagine you're watching the latest Harry Potter movie on your lap-top. And let's say that the geek in you wants to look wizard-ish with those round spectacles Harry sports. Then, all you'd need to do is click on his frames and a sidebar would provide you with information about the item: who makes it, where you could get it, and what it costs.
It's an interesting technology, and it makes you think a little more deeply about media channels. We're used to seeing a website not just as a content source but also as an advertising platform. Mouse over a link on a webpage and, if the coders are good, you'll see a pop-up with targeted and contextualized advertising. Banner ads ads occupy substantial portions of websites, and interstitials often serve as a welcome mat on entry to a domain. Again, when we see something like this, it does not surprise us in the least. But seeing a Ford ad pop-up in the middle of a car chase, while I'm watching a DVD on my lap-top...that could be a bit jarring!
Although declining television sales suggest that more and more people are turning to the web/pc for video consumption, I think the jury is still out in terms of whether or not users will tolerate the intrusion of marketing and sales vehicles into their cinematic experience.
And I think this points to a deeper issue in society. How much marketing will people tolerate? The answer is a funny twist on pareto optimization. The marketer asks himself, "How can I position one more ad in one more place without creating backlash?" When I was in college, the main talking point was the use of print ads in urinals. Now, some banks are using church lobbies as playgrounds for branding exercises.
I think there is a threshold that marketers are flirting with, but which they would be wise not to cross. You can over-brand, and the satiated end user only yields diminishing returns.
