Christopher Ming Ryan (The Way We Watch) on How Savvy Advertisers Recognize the Difference in the Behavior of Their Television Broadcast Audience vs. Their Web Audience.

Christopher Ming Ryan (The Way We Watch) on How Savvy Advertisers Recognize the Difference in the Behavior of Their Television Broadcast Audience vs. Their Web Audience.

NEW YORK, June 5 /PRNewswire/ -- Christopher Ming Ryan, an executive producer of internal and external video marketing communications, published a feature that classifies television ad watchers as renters and opposed to Web users who react to viral videos like owners. As the advent of sharing media on social networks like Twitter become more popular, advertisers understand this split in audience behavior and dish up content that is quite different for both audiences.

The main theme of most viral ads by big advertisers is always, "We're human, ain't it grand?" Ever wonder why?

Broadcast spots feature comedy archetypes (the Dad who is always a step behind his kids) that have a next-door neighbor feel and structure the content around the benefits of the product.

This week's T-Mobile web video with the Beatles "Hey Jude" and Trafalgar Square as a backdrop is a very different type of message. Web ads feature "happenings" and have nothing to do with features or benefits of the product.

The web user, acting like an owner, has an interest is increasing his online value. He does so by linking out this type of content to followers and friends.

Ryan argues that advertisers on the web need this viral dance to occur after releasing an ad.

See the feature here: http://christophermingryan.typepad.com/thewaywewatch/2009/05/television-viewer s-are-renters-web-users-are-owners.html

Source: The Way We Watch

CONTACT: Christopher Ming Ryan, +1-917-834-2515,
Christopher.ming.ryan@gmail.com; or Twitter: chrismingryan

Web Site: http://christophermingryan.typepad.com/thewaywewatch

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