They tended to be more carefully art directed, and very cleverly thought out. A lot of thinking went into the European spots which resorted less to shock tactics. Dotcom advertising has taken some heat for presenting an entertaining scenario but not concentrating at all on the product or service. Most of the ads may have been insulting or took a harsh view of consumers, ads or clients, but they all addressed the client product or service. The One Show Interactive Awards were held Tuesday.
Interactive advertising is currently very much concentrating on brochure-ware.
The materials that were most impressive were site ads or the full interactive presentations or the pieces that most seemed like interactive software. It tells me the same thing critics have been saying for months about dotcom branding. Makes for an amusing ad maybe, but invariably consumers will forget the brand. So you're saying companies must sell the product or service first, then slap their brand on everything. Well the best example of dotcom advertising were the CNET ads which were under-produced and amusing on a very pathetic level because they depicted Joe Average, very unattractive models performing an odd little routine.