In Part I of this 2-part article, I committed to analyze and critique real-life TV ads to see how they do at engaging me (and my many devices) while I watch TV in my living room. I did this exercise while watching NBC’s The Voice program during “blind auditions.” Yes, I’m addicted to this show, and yes it’s a guilty pleasure. Don’t judge!
I was analyzing these ads in a few different ways:
- Frequency – Is the advertiser spending tons of money on a single campaign?
- Call to action – Does a digital call to action exist? Is it explicit or implicit? Is it intuitive? Is it an engagement or a commerce CTA? (See Part I)
- Landing page – How does the experience look and feel on my device of choice? Does it meet my expectations? Is it fast?
- Multi-channel + Multi-device – Is the transition from channel to channel, and device to device, feel smooth and elegant (or disjointed and awkward)?
After reviewing my list of ads and evaluating some scenarios, I chose 3 ad campaigns as good examples that were either doing things well, doing things poorly, or both. Continue reading