How should online advertising be done? Part 2

Today we'll be focusing on extending campaigns from offline to online.

Alot of you will know what I am talking about. So first of all lets go through the process of how the project comes in.

1. You have an initial briefing explaining what the current creative is.

2. You curse the creative to high heaven whilst trying to figure out how to adapt their message to online. This is usually the most annoying part, unlike offline we don't have exclusive attention of the user so we have to come up with a few lines, which basically top lines the ad.

3. Once you've figured out how best to re-communicate the same message online the next part is more fun (well for me it is anyway).

Usually this phase is coming up with the most elaborate way to get your message to the user.

Now you might all think how can this be fun?
Well my answer to you is there are no real rules for online, you have a space to do anything you want overlays, expandable banners, peel back and for all you aspiring directors and TV script writer there is video.

One thing I hate is how people class online advertising as below the line, seriously, can it now be classed as that anymore?

Anyway a rant for another day me thinks

Next post will be about Media