Interactive Online Advertising
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Interactive Online Advertising
Contents |
Definition
Defined simply, Interactive Online (Web) Advertising is the use of interactive media to communicate with consumers and to promote products, brands, services, and public service announcements, corporate or political groups. [Wikipedia]
Objectives
Much like other advertising techniques, Interactive Advertising's main objective is to sell a product to a customer. However, unlike the other methods, the goal of Interactive Advertising is to allow the user to become completely immersed within the brand or product. Unlike other methods, the advertiser is giving the user a CHOICE of what advertisement they want to see. The user is free to experience the material however they like, making them feel as if they are in control.
Overview
Pop-up ads and flashing ads in the corner of web pages just are not bringing in customers as well anymore. There is slowly a new technique that web advertisers are trying to use in this new Web 2.0 world. For the first time with any medium, advertisers are allowing the customer to "interact" with their advertisements. For example, while watching a Television show online, during one of the intermission breaks a Quiznos ad appeared. This advertisement caught my eye, however, because it was unlike anything I had ever seen. It was a full menu that I could interact with (choose a category, specialty sandwich, ECT). For the first time, advertising has moved beyond just informing. In this new digital world it is allowing users to actually INTERACT with the brand and offerings, making the connection even greater. Another example I have experienced was similar to the circumstance before. I was watching an online show on Hulu (a popular site where viewers are able to see shows after they air on network television). During the "commercial break" I expected the traditional bombardment of a product and justifications on why I should by it. I, however, was quite surprised. Instead of a movie/media clip there was a simple snowball fight game. I did notice Sprint's logo in the corner, but nowhere on the page was information on products or the company. While playing this game I realized (perhaps for the first time ever) that I was actually having FUN with an advertisement. After exploring this advertisement, I soon found that there were many other features I could experience. The user could also create unique holiday cookies and even have fun making holiday crafts. I am not sure why it stuck, but ever since I experienced the advertisement I was able to affiliate it with Sprint. The goal of this ad (even though not product specific) was to give the impression that Sprint was fun, customizable, and in-tune with their customers. This type of advertising ensures a unique user experience that will resonate with the user because it is unlike anything they have ever experienced in an ad. These concepts are explored further in an article titled "The Benefits of Interactive Advertising and Why Banner Ads Are Dead"
Potential / Future of Interactive Advertising
Interactive advertising has huge potential not only in the sales world, but also the business and online communities as well. Customers are able to gather intrinsic hints to a company while being entertained on their own terms. Each customer's experience will be unique. For the first time the consumer has complete power on what they want to see or are interested in.
Of course Interactive Advertising is not a new concept. Advertising companies have been trying for years to give customers a unique experience and tailor to the individual. An example of this can be found in Minority Report, the blockbuster movie featuring Tom Cruise. In an article written by Pamela Parker , she explains some of the great potential that this type of advertising holds.
Advertising is no longer just about sales. Advertisers now are selling an “experience” to the customer. Within this experience they must somehow entertain and portray brand/product information in a fun and enjoyable way to the customer.
Eventually Interactive Advertising will move beyond "just" sales. It has many potential areas of use including:
Sales Pitches
Employees "exploring" company policies
Company Websites / Brand Image
Project Proposals
Pretty Much any situation where the user can benefit from "interactively" getting involved
Companies have already begun to use this technology/idea beyond the traditional web platform. Some examples can be seen in the following video clips:
Nokia: Interactive Advertisement in a Bus Station in London, Interactive Floor Advertising
Orange: Interactive Shopping Window
Heinz: Merging traditional T.V. commercial with the idea of customer "choice" of what to see next
References
Parker, Pamela. "Interactive Ads Play Big Role in "Minority Report." ClickZ. Jun 21, 2002. Web. 3 Nov 2009. <http://www.clickz.com/1369861>.
Wikipedia. "Interactive advertising." 28 September 2009. Web. 3 Nov 2009. <http://en.wikipedia.org/wiki/Interactive_advertising>.
Admin, . "The Benefits of Interactive Advertising and Why Banner Ads Are Dead." Empowered SEO. Jun 21, 2002. Web. 3 Nov 2009. <http://www.empoweredseo.com/seo-internet-marketing-blog/2009/09/05/the-benefits-of-interactive-advertising-and-why-banner-ads-are-dead/>.
And of course a thank you to YouTube for providing the videos for the links for the videos