Why do brands and publishers insist on overlaying videos with hot spots and overlays? They’re a constant distraction and give interactive content a bad name.
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When Mae West declared that too much of a good thing could be wonderful, I don't think she was referring to advertising. There's a need to balance bottom line revenue goals with content experiences viewers can enjoy.
Second screen. Multi-platform. Cross-channel. Too many screens simultaneously, means distraction and more work for your audience. For publishers, it means significant marketing and development costs and huge risks of a boom or bust campaign. Will it be a value added experience for consumers? Or another distraction leading to loss of audience?