How do you stay so fly?
Originally uploaded by jschumacher

Standardizing Online Video Ads

The boys and girls at the Interactive Advertising Bureau (IAB) have done everyone a great favour and helped rein in the growing online video format by publishing a new set of guidelines for online video ads.

The IAB Digital Video Committee with the help from Avenue A, BBH, blip.tv, Broadcast Interactive Media, Deep Focus, Goodby, Silverstein, & partners, OMD, Revver and Singing Fool set out to simplify the digital video advertising buying and selling process.

The guidelines cover the most common current in-stream ad products:

• Linear video ads;
• Non-linear video ads;
• And companion ads

Please enjoy:) 

Download IAB_Ad_Format_Guidelines_Pub_Com_Final.pdf

Some people hate them…some people love them!

Here’s the Commonwealth Bank’s newest TV ad…this time, its with a boxing Kangaroo and featuring Australia’s Tempany Deckert. What do you think?

Surprise…surprise!

The brains trust at the Bank of Queensland (BoQ) and its agency Clemenger Harvie Edge are making the most out of the Commonwealth Bank’s problematic ‘Determined to be different’ advertising campaign.

Spending its moeny wisely, BoQ took out full page ads in some of last weekend newpapers. Much less than the $60m Comm Bank spent on its TVC.

If I were BoQ, I’d be planning a few TVC’s attacking the Commonwealth Bank’s current TVC campaign. 

And frankly…why not?

They could use John Singleton’s quote in The Australian – "They had to go all the way to America for this?"

"Mate, there are lots of really bad agencies in Australia. You don’t have to go to America to get shit."

For more in information on the Commonwealth Bank’s campaign, I recommend you visit Campaign Brief >>>>

Goodby, Silverstein and Partners second ad in the series for the Commonwealth Bank of Australia. What do you think? Are these ads going to position CBA as the Bank that is "Determined to be different"?

I don’t think the Commonwealth Bank of Australian made any friends when they engaged the services of Goodby, Silverstein and Partners (USA), to develop their new advertising campaign. 

In fact, you could say, the big Australian Advertising Agencies were really p*#sed-off.

But now the TV commercial has been launched, the buzz is: What the hell were they thinking?

I think their slogan "Determined to be different" doesn’t resonate with me – It’s a boring bank and it just does not fit with the current CBA image!

As marketers and advertisers, we should know that to reposition a large iconic brand such as the CBA is an expensive and time consuming project.

Just changing a tagline is not going to change consumers perception of the bank and using dated eighties Australian images such as Croc Dundee, Koalas and Mad Max may infact offend potential Comm Bank customers.

Now, if the Commonwealth Bank of Australia is really determined to be different, why didn’t they use a regional advertising agency. Now that would be bloody different…just image the CBA announcing the appointment of Sticky Advertising, a small advertising agency based in Newcastle to develop their next campaign. That’s different!

For a big ozzie corporate to look to the USA, is not being different – looking and trusting highly trained talent in Australia and especially regional Australia…IS!

TJAY00 posted the commercial on YouTube, so have a look and decide for yourself:)