News From Adland : TV And The Web Are Different

For the last ten years or so, web agencies around the world have rolled their collective eyeballs as yet another Ad Agency has requested an interactive strategy, ignored it, and insisted that their 30 sec spot is put online for the world to admire.  However, as TV's crown slips and the web becomes more sophisticated, the amazingly obvious fact that TV and the Web are different from each other, is starting to be recognised.  The creators of the Cadbury's Gorilla are busy telling the world that TV is about Fame but the web is about Frequency.  Fallon's story goes that they resisted the urge to buy pricey launch TVRs, opting instead for a few high-profile ad breaks to propel their YouTube-friendly primate flying through the Interwebs.  In other words, TV is best used as a way to generate buzz in the media where people actually engage with ideas and content.  Or a Straight-To-Web Strategy as we called it at the time.  And better still, in media terms, Fallon's plan worked.  Many of you will have noticed that this is not a revolutionary idea.  However, in the super-conservative world of media planning it represents a sea change.  Forever and a day TV has been about Reach and Frequency.  So, for an Adland player to now brag that the web is actually better at Frequency than TV is a big departure from the cosy norm.  Whilst not directly related, this conversion to the web is probably a result of the swirling psychology of Google snaffling ITV's lunch to become the undisputed champion of UK media.  However, there is so much further to go.  The term Fame & Frequency is still very much a Big Media view of the web.  A massive opportunity (still) awaits the outfit which is prepared to recognise the most self-evident of truths.  Yes, TV and the web are completely different beasts.  Yes, weaving together their strengths is better than trying to position the Internet as Free TV.  I still have no idea what the Cadbury's Gorilla advert had to do with chocolate, not least the follow-up.  However, maybe the beast's significance will prove to be less about confectionary and more about convergence.  And, ironically, the greatest beneficiaries of the Gorilla's success might be web agencies who can push back on Ad Agency interactive 'briefs' for the first time.  What a relief!  They've been waiting for this moment for, what feels like, all of their lives....

Comments

[Charles Frith]

I've been going on about the springboard nature of transmedia if used properly for some time. I even think a good creative brief could springboard an idea off the web to be aired finally on TV (Not giving too much away)

[James Cherkoff]

Mmmm interesting Mr Frith, I would like to hear more....