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Tuesday, April 13, 2010

Interactivity in Ads

Ads need to attract but more importantly be relevant
While waiting for some games to load an ad will pop up and more frequently I am seeing that these ads are trying to have me do something whether its move my mouse or click on something and I still ignore it like any other ad. Or on Hulu when I am offered a choice of which commercial I want to see, or if I want one long commercial to start or smaller ones throughout. I rarely care which option I take. Why?? Because like most commercials I have no need or interest in the product and the ad doesn't relate to me. They remind me of the spam banners that flash you are the 500000th visitor and have won something click here now. Or the shoot the ducks, which celebrity is this.... and while it does attract my attention I know better then to bother and click on it. The few ads I bother to click on are relevant to the topic that I am reading on or have an interest too. They also offer me something whether it is a discount or additional information.

The few commercials I pay attention to on TV are... hmm let me think... none I either change the channel or do something else like catch up on twitter. There are some commercials I enjoy, for instance the Old Spice "I'm on a horse" commercial. The commercials are entertaining first and foremost, they rarely make me go that extra step from being informed of the product to wanting the product and almost never to the final step of purchasing the product. Most commercials for things that interest me I will see somewhere else, usually online. These commercials are usual previews for video games, movies, and television shows which are available online for when I want to watch them.

Instance of interactivity in a relevant ad

The new Iron Man 2 trailer is embedded below is the main reason for this post. I hope that you either read through or skipped to this part. I saw this ad posted on Scifi wire which I read because I follow their twitter feed. This is a great use of interactivity it provides the user (me) addition information and an enhanced experience which makes me more interested in the product (Iron Man 2). This is a good way to increase interest while attracting attention. I prefer getting more information rather then just moving a mouse or clicking somewhere to continue an ad, boring. This allows the user to take control of their experience and can do as much or as little as they want. This can be used in many other ads to provide the user a unique experience and the ability to get more information.

I may add to this at a later date or make another more detailed and better laid out blog in the future. This was a quick type and post.

Would you like to see more ads like this? Will this type of ad be short lived? Will the interactivity become ignored like many ads are? Any other comments?

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