Commercials as Content: Will Consumers Watch?

(整期优先)网络出版时间:2008-01-11
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NEWYORKThefresh-facedyounghostcheer-fullyintroducesthenextsegmentofvideoclips.Butratherthanthelatestmusicvideo,sheisteas-ingadifferenttypeoffare:theoften-maligned30-secondspot.Inthiscase,she'shypingspotsfromGoDaddy.comandTedairlinesaspartofanam-bitiousexperimentbyFirebrandtodoforthecom-mercialwhatMTVdidforthemusicvideomorethan25yearsago:turnpromotionalmaterialintocontentviewersactuallyseekout.