Sunday, July 21, 2013

Apperception and Opt In Advertising

Viewer interest in online video advertising is increasing rapidly.  In June, 183 million Americans watched online advertising videos 44 billion times. That amounts to an average of 240 per month, or about 8 per day.

Studies show the web audience tends to avoid (click away or opt out) from forced exposure video advertising as soon as they can.

What is it that they want to watch?

video

Viewers are interested in this kind of advertising video because it is both informative and enjoyable.

In the Jaguar advertising video, a person with obvious expertise takes us through a demonstration in the context of a widely known event that challenges the product to perform. Hence, the viewer goes beyond perception to apperception.

When it comes to persuasion, this advertising video does not force a message argument in a traditional manner. Rather, the product is allowed to earn our appreciation by demonstrating its value in an emergent manner, inviting us to opt in.

  Copyright © 2013 by John Eighmey. All Rights Reserved.


1 comment:

  1. The information given here is definitely relevant to my research Multicultural marketing and Ethnic online advertising so i would just like to thank you for posting the content as it matches my requirement.

    ReplyDelete