Hybrid vs Traditional Ad

The most recalled ad on television in 2007 was part commercial, part program; it was a hybrid Macy's ad featuring one of the hosts of TLC's "What Not to Wear" talking to Macy's sales associates about clothes that can be worn both in the office and for evening wear. It ran during episodes of "What Not to Wear." Since then, thousands of hybrid ads have aired on network as well as cable TV.

Because of the growing use of hybrid ads, there's been a lot written about whether they're as effective as traditional ads. In audience surveys conducted by Nielson IAG, hybrid ads that incorporate some kind of content from the surrounding show - like the "What Not to Wear" spot- are, on average, better remembered. But they're more effective when used in combination with a traditional ad, which gets the benefits of the brand across.

So what kind of ad should you use to help build your brand? Can a hybrid ad do the job?

There are a lot of factors to consider, but it would appear that hybrid ads have a lot to offer brands - not the least of which is the ability to cut through the clutter and grab attention. If you do decide that you'd like to develop a hybrid TV ad, here are three things critical to its effectiveness:

• There should be a clear connection between your brand message content and the program's content.
• The benefits of the brand must be communicated clearly and effectively.
• The program that you choose to combine with your brand messaging should always put your brand and its benefits in a positive light.