Advertising has traditionally been regarded as an interruption of the actual experience that people are trying to have — be it watching a TV show, reading a newspaper or magazine or browsing a website. But we’re now seeing the emergence of a new kind of advertising, one that’s in itself so entertaining and engaging that it has the potential to become an experience in its own right.
Welcome to the era of “appvertising.” Advertisers are beginning to take advantage of the richness and flexibility of interfaces such as th e iPad to develop ads that have much more in common with apps than traditional commercials or banner ads.
Commercials for the Super Bowl are famous for being can’t-miss “events.” With interactive mobile ads, all advertising can aspire to that same level of anticipation and engagement. Even in these early days of appvertising, some rules of thumb are already starting to surface. Here are a few tips to consider as you think about your strategy for the medium.
1. Put the User in Control
A recent example of effective appvertising is the TRON: Legacy interactive ad for the iPad. The ad runs in an inviting banner within an iPad app. Once you click on the ad, you’re able to control the interaction and choose what to do next. Explore the characters? See behind-the-scenes footage? Hear Daft Punk talk about composing the soundtrack? It’s all there. You can also check out local show times, down load screen savers and...
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