“Interactivity” Comes to Print Advertising
Author of this post: John Kuraoka | About Blog Authors »
Apparently, some people think the success of online, interactive advertising is all due to blinking lights and sound clips, so they’re bringing the same capabilities to print advertising. Yes, print ads can now sing to you and flash lights at you; they can give you a temporary tattoo, a whiff of black cherries, or a taste of rum.
Take that, internet advertising!
Well, I have two comments. First, the power of web-based marketing lies not in its audiovisual smack, but in its vast capacity to deliver individual customers authentic brand experiences of their own choosing. To focus on the smoke and mirrors is to miss the essence of the trick.
Second, and this saddles me up on one of my favorite hobby-horses, all advertising must be interactive. Advertising is a dialog. Granted, we can only fully control half of it, but there is always a customer response.
If the customer’s response is to turn the page, leave the room, or navigate away, then the ad has failed to engage, and it’s not interactive no matter whether its online, or in a magazine with a sound chip and flashing lights.
Regardless of medium, interactivity in advertising is not an option. It is mandatory.
June 6th, 2008 at 9:36 am
Well, now days most marketers tend to think of interactive advertising as existing primarily on the Web. However in reality, interactive media comprises of everything from online and mobile sites to desktop marketing and countless other digital formats that may serve as a connecting rod for connecting with consumers.
We all know that interactive media comes in varied forms, as do its ads. Going parallel, once the consumer is on the Web site, the advertiser may attempt to sell a product, collect useful data about the consumer for future promotions, or merely take note of the fact that the consumer is there. When shot by the high resolution digital camera, the digital watermark allows Digimarc to find out what ad was viewed and what publication it came from. It all happens like this and soon ways get open up for more creative work..!!
June 13th, 2008 at 9:46 pm
I still find off-line promotion beneficial for some website in which you are targeting people with little computer knowledge.
The problem with offline promotion such as flyers is expense in creating them and also distributing them.
Interactive flash banners can be great and attract people although they can be extremely annoying to advance users.
I feel it is really all about finding the correct advertising for the website/product you are promoting.
October 20th, 2008 at 5:47 am
Interactive advertising has become a popular way in the web. There are many things like Flash banners, sounding clips etc which are keeping good attractions towards people and influencing them. We all know these ads are just to promote a type of products. Among companies invest lot of many to sell th ire products thought this way. In one side it is good way for company and consumer both but on the other hand it has also some drawbacks like too much expensive and time consuming etc. In modern
world Interactive ads has a trend for marketers as a creative work.
At the end , I feel that it is good way to promote website and others products. This way is newly developed and effective for consumers..I hope right advertising though this method would be welcome in future.
Thanks