Interactive Ads should be always come with Creativity

Influence by my previous study, multimedia design, I often roll over or even click though display (interactive banner) advertising. I will expect some of the advertising can show some creative idea and give surprise to me. Although there is research shown this kind of display advertising has the least effect on generating direct sales. The performance on brand awareness is the most significant. So what are the main factors influencing campaign performance in interactive advertising? Atlas suggests that Ads creativity, media placement, offer and incentive are.

Coca-Cola is one the companies that make me associate with online interactive advertising creativity. They will use integrated marketing tools in every new products or seasonal campaigns. TVC, print ads, outdoor ads, spokesperson, and internet marketing are integrating to maximize the performance. From cartoon character “Qoo” to latest spokesperson Joey Yung are appeared in interactive advertising in Hong Kong.

click image to see the ad

One of the Coca-Cola display ads found on bannerblog.com.au that placed on Yahoo (http://kr.yahoo.com/) in South Korea is creative. It fulfills part of Ogilvy article suggested on Internet advertising creative tips. Start with brand awareness to capture audiences’ attention, increased the reach, then entice people to interactive / play with it. And trigger emotional bonds between Coca-Cola and the audiences with rich media animation. Bring out “Open Happiness with Coke Phone, Open and share it with your friends!” message. Finally increase the click through rate to target site Coke PLAY.

Post by Alvin Chan

Student No.: 08827661S

2Ws of Interactive Advertising

"The Internet provides the means for "interaction" between buyers and sellers to such a degree that some have suggested this is the defining characteristic of the Internet" by Leckenby and Li

The customer has now come to include several generations of technology savvy consumers. They entitle to have what they want it, when they want it and where they choose to have it. Majority of consumers will eventually be highly interactive oriented. Actually, we all nowadays cannot avoid getting in touch with interactive advertisements in the Internet.

What?
Interactive advertising is quite a broad term. In general, the Internet provides the means for “interaction” between buyers and sellers (Leckenby and Li, 2000). In the same way, interactive advertising means there is interaction between the sender and receiver of the ads. Actually, all forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, referrals, interstitial, pop-ups, websites and interactive television commercials can be categorized as interactive advertising.

Why?
Interactive advertising could be used for content delivering, transaction enabling, attitudes shaping, response soliciting or retention encouraging. I think interactive advertising attach importance to creativity as people always pay attention to creativity. For example, Nike’s NIKEiD provides a platform for customers to match the colours of the sports requisites. Both the marketers and customers are creative.

The typical formats of interactive ads mainly include banner ads, sponsorship requests and pop-ups/interstitial webpages. Advances in the Internet technology have enriched the design of webpages. This blog has shown / will show you how diversified in interactive ads are.

Posted by Edgar Chan
Student No.: 08822167S