Tag Archives: Dove Fresh Takes

Changing Face of Pods

Pods, which are sets of advertisements displayed during commercial breaks, may get a new facelift. Earlier this year, Dove aired Fresh Takes commercials featuring singer Alicia Keys, which were actually dubbed as a ‘micro series’, during MTV’s the Hills. This new form of advertisement was different in that instead of simply being a 30 second commercial, the product was instead integrated into a series that played for the duration of the commercial break. This source indicated that these commercials generated three times as many visits to the Dove website as that of the previous two years worth of television ads created by the company. Also as this article states regarding comments made by MTV’s SVP of Integrated Marketing, Tim Rosta, As for the Dove/Keys series, Rosta said the retention around those “was nearly perfect” from “Hills” numbers and that brand recall was high. In related news, the NY Times published an article discussing the change in traditional TV ads. Here are the examples that they gave regarding potential television ads of the future. Brief programs, called mini-sodes, micro-series or bitcoms, are sponsored by marketers. Think of them as shows that interrupt commercials that interrupt shows.Clips, also sponsored, combine elements of commercials and programs. Many feature cast members of the shows in which they appear.
Promotions for network shows appear inside episodes of other shows, thanks to special effects. For instance, a truck in a scene of the Discovery series ‘Mythbusters’ briefly displayed a reminder to watch a coming episode of another Discovery series, ‘When We Left Earth.’ The embedded tune-in, as Discovery calls it, lasts three to five seconds.