Digiday says "entertainment-first" is now the name for ads people want to watch, and SharkNinja is using it for a celebrity-filled holiday spot.
A new label doesn't change the job. A good story earns attention, but attention is the entry fee, not the result.
If your team is leaning into entertainment-first, a few things to settle before launch:
- What action should a viewer take after watching?
- Which numbers will tell you the story is working, beyond views and watch time?
- Where does the spot run, and how do CTV and paid social each get read?
Creative people shouldn't have to apologize for wanting to make something good. Data people shouldn't have to apologize for asking if it worked.
The best campaigns I want to be part of let both sides be right.
Make people want to watch. Then check whether they moved.
Responding to Good ads have a new name, ‘entertainment-first’ and SharkNinja is using it for its holiday campaign, Digiday