Friday, October 9, 2009

Clash Codes

So, in the wonderful world of Television advertising, there is a term called 'Clash Codes'. Clash codes are super dooper important to lots of advertisers. Why? Well, let me tell you.

Say you are a bank, advertising banking type stuff and in the same break that you paid maybe $10k+ for, and all of a sudden, another bank is advertising their banking type stuff in the same ad break! That can't honestly be a good thing, can it? 2 banking messages in the same break, muddies the water a little. This is why we have clash codes, so that both of the banking ads have a code against them (I'm taking a guess and going to say 'finance') so that if more than one ad in a break has the same code, the lovely traffickers get a bit of a warning message going off. "Danger Will Robinson, Danger, Danger - Clash Code Alert" and then they can break shift one of the ads to fix this.

Now, this sort of thing actually benefits the viewer also. There are clash codes against all sorts of things, including health. This means that a viewer is not bombarded with multiple health messages in one ad break (perhaps in the programme, but at least not all in one break).

Given that the TV stations can work this out, and online is (apparently) so much better than TV in every way possible (where is that sarcastic font when you need it??) how come they can't sort out clashing ads?

Saw this on NBR this morning. Mercedes (top - expanded) vs. Volkswagen (right hand Rec)

If I were either advertiser I would not be happy. NBR has one of the higher CPM rates and all of a sudden your competition is on the same page as you?

Clash codes would also be good when it comes to content and advertising. We've all seen screen shots of articles about plane crashes with travel banners next to them. I am sure that some publishers have this under control these days, but come on. Time to pick up your game online. If you're going to claim to be this great, have something to back it up with.

As an aside - I love online, I really do. But I think that because so many people specialise in online and do not understand other mediums (nor want to) they become a little blinded. They sing the online story from the rooftops without having the knowledge or understanding to back them up when they knock down other mediums. All mediums have their own advantages and disadvantages (I can certainly think of some for online) but at the end of the day, they all serve a purpose, and a well integrated campaign will touch an audience in a variety of ways.

- sorry, Friday rant over. Happy weekend all.


Arleen Bothwell said...
This comment has been removed by a blog administrator.
iChild said...

Hi All,

Arleen posted a comment, see below, however when you click on her name it took you her page which is basically a number of photos of her with less and less clothing. Afraid I am not willing to have that kind of link on my blog, but will happily keep her comment:

You're right; clash codes benefit the consumer in a big way.

Better to have clash code 'suggestions' somehow that enable the savvy to choose their own battles, and allow the less alert to take a bath.

We've enough laws, I think, but may the best man win, as always.

Anonymous said...

Was she hot?

iChild said...

Not to my taste, but if you're that curious, I'm sure you can find her. Arleen Bothwell.