In response to PATRICK RUFFINI’s post on why web videos trump TV ads

Recently, my friend and colleague Patrick Ruffini, whom I respect dearly, posted on the subject of ‘new media’ versus ‘traditional media.’ The subject is a new lightning rod for political marketers and advertisers – especially the ones that fall into the ‘new media’ camp.

Here is a third approach – one that addresses the values and weaknesses of both forms of media and how they intersect, compliment and supplement one another. 

The bottom line is – comparing ‘traditional media’ vs. ‘new media’ is like comparing apples and oranges, they are not mutually exclusive mediums for advertising and carrying messages – but different vehicles, that target different audiences, with different creative formats – each working best within their own confines of delivery.

Allow me to examine and respond to several of Patrick’s points: 

1. Unlike broadcast ads, web videos can move an edgier message

Web videos are a tried and true tool to move an edgy message, but not necessarily more so than broadcast spots.  If the point is to be edgy for the sake of edgy – then yes there are a lot more edgy web videos out there.  Some are smart and funny, others are dark and dramatic – done correctly, and they get a lot of views and thus a lot of play in the news media that follow such activity closely. (more…)