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In Hungary, from 2007 to 2009 the share of display advertising in all online media spending has dropped with more than 15%. The average CTR of classic banner ads (skyscraper, leaderboards, double banners) is half than 2-3 years ago. New types of online ads appeared.

So if you ask me: Hey MDC, Is banner advertising dying? I’d say: No, I don’t think it’s dying. (Hell I so much like referring to famous quotes). Or at least not the format itself. But the old-fashioned approach of taking an offline creative and animate the object is dead.

Those advertisers using internet just for the sake of having internet in the mediamix and create the banners the way I just wrote may double-check the post-buy analysis and see for themselves that placing ad without funny, interactive, interesting content will lead to frustration. And it’s really not about only the ad formats. It’s rather the fact that planning innovative formats will not work until the content inside is an animated print creative.


This post is a sign of respect for those innovative advertisers and agencies who dare to shoot videos for online campaigns. I’ve already written about the poor tradition of placing TV copies into online creatives.

And I found something interesting in Unilever’s Knorr communication.



The conception is about publishing a series of videos of different recipes by Knorr. Knorr products support the snack culture for women: making cooking easy.

As people read less and less and online video consumption is growing like hell, building a conception on video content seems a good idea. The problem is the cost. Besides the production, a high capacity video streaming server (not for the website, rather for hosting the online creatives) costs a fortune, especially if the target audience is wide and we want wide reach and high frequency.

If you think though that the conception is fine but the execution of video content is childish with youngsters in vegetable costumes dancing, I agree. But maybe that is part of the conception and let’s believe that Unilever and McCann people are professional enough to double-check the creatives with target audience focus groups. They might find it amusing.

This post is not about about judging the creative itself anyway. Rather I wanted to encourage advertisers not to think only in TV copies if it comes to moving picture.

A small gag for the end. The 4th part of the Hungarian ‘American Idol’ called Megasztár will start this fall. The title of this Knorr series is Vegasztár reflecting to the hype of the Megasztár and the vegetables products contain. Sweet.

I had this post about Volvo. It was not fair so I need to correct it. It was not fair because not only Volvo’s online creatives are clueless then about 80% of the big auto brands are. For today I brought a collection of BMW, Citroen, Renault and Lexus display creatives.

You may challenge me whether the automotive brands need creativity in online advertising. As they just need wide reach and the traditions – potential customers have – and brand value will sell the product anyway. Well, is that a good enough excuse not to create entertaining interactive ads?

The first one is BMW. They have this 5 series commercial that contain a 150pixel wide and 50pixel high product and some properties that are not unique at all as most of the middle class cars have all this.



It says that this BMW 5 Exclusive Edition offers leather carpet, lightweight alloy wheel rims and metal paint. Wow, that makes me buy this right now! I’m sure the copywiter didn’t read all the PR stuff BMW created – if you don’t have a good creative idea at least try to write a good copy. This is actually what Lexus did for 450h. It has the same clueless visualization, but at least there is a unique message:



Lower emissions, better performance… not in the future… now!  And then the branding.

But I want to highlight another harmful Hungarian online ad for the BMW image:



The only message here is that: BMW Premium Selection. We help you to choose. Don’t they need someone that help optimizing their online campaigns? 🙂

Here is another issue I may raise as it shows that the automotive sector has a serious lag in the online communication. They use their TVCs in their banners. That is so poor and takes us back to the past when the first videobanners appeared. I shot this yesterday from Renault. It is 100% the same as they run in the TV:



Why do they think that people want to see a 30sec TVC in a 300×250 pixel size billboard?

People at Citroen thought that yeah… it is embarrassing to use only the TVC so mix it with flash animation. Is it more exciting though?



Automotive companies burn a lot on advertising, here in Hungary as well. Why don’t they hack the online community with entertaining online advertising then? Just turn around and see what others do or adopt excellent international ideas.