http://www.youtube.com/watch?v=0SYMXxTNbUc
Have you noticed most Youtube videos now force people to watch a commercial before the actual clip starts? Most of them allows you to click "skip this ad" after 5 seconds. This means that if the ad successfully captures the viewer's attention within the first 5 seconds, they have the ability to provide a longer than usual advertisement. In other words, the ad can be 15 seconds or an hour long if the viewer chooses to continue watching the ad. This is great news to advertisers, because it is a new channel that provides the ability for promoters to advertise a product's functional benefit in detail.
This Samsung Galaxy camera ad is a perfect example of this. I was browsing a 2 minute video on Youtube yesterday but instead spent over 10 minutes watching this ad. As an amateur photographer I was drawn into the aesthetics and the cool functional benefits of this innovative product. Samsung Galaxy camera combined the social sharing, instant uploading and traditional camera into one tool. It is a first mover in this new category-although they might not have realized that they created a new category yet. They are at the first phrase of educating their customers on the new functional aspects of the product, laddering up to capture the user's emotional aspect. Whether they can sustain their share in the new category will depends on how they react to future new entries of competition.
There is an intensive amount of advertisement from Samsung recently. I am excited to see how their strategies unfold.
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