A Welcome Intrusion - Mike Einstein - MediaBizBlogger

By The Brothers Einstein Archives
Cover image for  article: A Welcome Intrusion - Mike Einstein - MediaBizBlogger

Let's talk intrusion. The Free Online Dictionary defines it as: 1. The act of intruding or the condition of being intruded on. 2. An inappropriate or unwelcome addition.

Advertisers and media aficionados would rally around definition #1 as perhaps the most potent weapon in their arsenal; the very dynamic that made broadcast the advertising model against which all others are judged. But consumers would point to definition #2 as reason enough to arm themselves against the growing clutter. And arm themselves they do, with remote controls, TiVo, DVRs, spam filters, pop-up blockers, etc.

Nowhere are these diametrically opposed intentions more prevalent than in the online space. Consider, for example, current CTRs for banner and text ads that average an abysmal 0.3%. This translates to a 99.7% failure to engage, a clear indictment of definition #1, and an even clearer validation of definition #2. The fact is, with so much control now in consumer hands, definition #1 barely even applies anymore.

There is a media model, however, that uses this same dynamic to unite advertisers and consumers in a common cause. It's called Vidsense, a welcome intrusion that actually works for a change.

Our business model is predicated on the understanding that in an on-demand world, nobody demands more advertising, a sentiment borne out by the CTRs cited above. So the traditional task of putting your ad in front of as many people as possible needs to be reconfigured in a new model that puts people in front of your ad, which is exactly what Vidsense does.

We achieve this through a simple process that uses the proven power of video to drive traffic directly to your website. We match your target demos to video clips—culled from our library of more than 80,000 fully licensed popular TV and movie clips—and then place thumbnail links to those clips across demographically compatible publisher sites within the Vidsense network of more than 50,000 safe-for-work websites. Once a viewer (a.k.a. prospect) clicks on one of our thumbnails, a new window opens, transporting both viewer and video clip directly to your website where an embedded Vidsense video player launches the chosen clip—the operative word being "chosen." The clip is then viewed within the exclusive confines of your branded surroundings.

By delivering on the promise initiated with the video thumbnail, Vidsense transforms the advertising environment from one of contention (definition #2 above) to one of cooperation. In Bill Bernbachesque terms, this engagement of the audience on its own terms creates the coveted and essential "environment to buy."

Research confirms that the audience doesn't care where they view the content. The satisfaction is in the viewing, so when the right content is offered and chosen, and the experience associated with your brand, a more comfortable relationship ensues. The pursuer becomes the pursued in a marketing mating dance where you encourage the audience to take the lead. They come to you because they want to, allowing you to play the gracious host in your own home.

Best of all, Vidsense is a PPV (pay-per-visitor) model which means you pay only for Vidsense-generated visitors to your website. And because our thumbnails are arranged on our network sites in such a way that they don't look like ads, CTRs are 7 to 10 times higher than industry averages for text and banner ads.

Stop trying to bludgeon your audience into submission. It just doesn't work. Give them reason to come to you instead, with Vidsense, a welcome intrusion.

P.S. I'd be delighted to speak with anyone interested in learning more about Vidsense. I can be reached M-F between 8a and 5p CDT at (219) 878-1006. Give me thirty minutes and I promise to make it worth your while.

About Mike Einstein and the Brothers Einstein

Mike Einstein is one-half of the Brothers Einstein, a creative strategy and branding boutique. The Brothers Einstein work with select rapid-growth clients to help define and execute healthy brand strategies in a toxic media environment.

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