Thursday, January 29, 2009

When content and advertising collide - head on

So it's official then, AMP is "nothing special". I've had this YouTube advertisement bugging my browser for the past week or so and never really paid much attention to it. Maybe because it is outside my F-shaped pattern of reading but more likely because I'm not interested in financial products.

Now that I have taken a better look at the advertisement I notice that, in fact, it allows ratings. I guess the question is then, is this sponsored content or is it advertising?

The fact that it is sitting in a traditional advertising right-hand column suggests that it is an advertisement, and when following the link you get to AMP's YouTube channel which is, for all intents and purposes, advertising AMP with informative content.

But, the fact that it allows ratings would suggest that it is more closely related to content, because heaven help the advertising industry if we could publicly rate every advertisement we see! So what is this picture sitting in my browser? Content or advertisement? If it is an advertisement as it would seem should we ask to be able to rate all advertisements online? Imagine that!

Conclusion? AMP's YouTube channel is a great attempt at advertising through content, but by having ratings in the advertisement portion of the campaign leaves it open to vandalism (by competitors?) that will lead to a negative impact on consumer perception.


On a side note I see that AMP has had its YouTube account since 2005. Looks like some foresight on someone's behalf as no doubt 'AMP' would be a popular account to have!

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