30 Seconds And Then Some

According to the New York Times, entertaining commercials can extend their run on the interweb. Duh!

Like the generation of Americans that traded baseball cards, Internet users often swap television commercials, e-mailing them back and forth.
“The best compliment you can get these days is if you create an ad entertaining enough that people want to virally share it and pass it on,” said Karen Jones, the vice president for brand advertising and promotion for DHL. “Everybody just wants to see what’s happening. The more entertaining and creative your spots are, the more people want to engage with them.”
Ms. Jones said traffic doubled in the last year on the DHL Web site that contains the ads, yourdhl.com, with television ads the most popular feature.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.