Whats Held Video Back?
Hindered by limited budgets, tight timelines and complicated rights agreements, those responsible for interactive marketing campaigns have avoided video. These factors combined to make video an undertaking that wasn’t worth the effort to include it in online campaigns. Additionally, interactive folks inherently understood the conflict between broadcast advertising and the online experience: no one wants to watch repurposed ads on the internet Different Medium, Different Message The Internet and television deliver two completely different types of user experiences, so it makes sense that marketers continue to search for a video implementation that engages viewers and drives action. Television is a “lean back” medium where people engage when something of interest appears and disengage when they lose interest. Conversely, the Internet is a “lean forward” medium where people are actively seeking out information and don’t waste time on irrelevant items. This requires marketers to deliver in
