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Gaga gets it! And puts online consumers first.  

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gaga kermit dressI’ve noticed that I generally start a blog post apologising for the many celebrity references, and not talking overtly about advertising, but I guess brands can actually learn a lot from the rich and famous, who are of course brands in themselves, and digitally some of the most forward-thinking there are.  Step forward Lady Gaga, a current obsession of a couple of IABers, not just because she has good music and clothes, but also because she’s a fan of… online video!  In a recent interview with Newsweek, Gaga spoke about the structure and look of her performances, which are tailored to suit the online viewer: 

 

“I like to watch my performances sometimes. I'm always trying to improve on choreography and the stage shows. I like to watch the lighting. I often argue with my lighting designer on the show; as much as I like to light the show for the room, it's important to light the show and design the sound for YouTube. In truth, lots of my fans can't make it to my shows in Israel or Germany or in Paris, so they go online to watch them.”  Whether you like her or not, Gaga is quite the artist, and I’m guessing others probably don’t have quite the same vision when they’re choreographing their stage shows.  But what a refreshing view, to recognise that most of us now look to the internet to access entertainment.  

 

It’s not just the delivery method, it’s also the space you’re working with that matters.  The IAB has been saying this for a while but it really is essential to tailor your ads or content for the medium, the device and the frame of mind of the consumer watching it. Whether content has been filmed at Glastonbury in HD, or an ad produced in the vast plains of Africa, your viewer needs to appreciate the theme and message even on the small screen – when you consider that videos are played online on an even smaller screen, sometimes providing the same content on all devices will not be relevant.   This is an important creative consideration, but is still not right at the top of the agenda when producing videos online – many are still not bespoke for the medium.

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Published Sep 04 2009, 04:19 PM by AMY KEAN
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by Dan Williamson
September 4, 2009 5:45 PM
 

Do her Facebook fans poke her face?

 
 
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IAB blog

Five of the key players at the Internet Advertising Bureau keep us abreast of the big issues and developments in online advertising
 

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AMY KEAN

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IAB blog

Member since: 11 Jun 2008

Last login: 19 Nov 2009

Total Posts: 19

 
 
 
 

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