Really think about this! It took us two decades or more of Internet advertising to finally come to ads that can do more than dancing monkeys or whcak this mole or whisk us away to another website.
At least I don’t click on Banner ads and display ads when I am doing something. The reason is that it takes me away from my current attention or focus!
Of course, it is silly since we always have the Back button to get back to where left off. But psychologically, it just doesn’t work.
Add to this the fact that I, like a trained monkey, know that if I click on the link all it will do for me is to take me to another site where they will surely sell me something. Pavlovian memory keeps me away from that dang display ad!
Maybe I am not in the mood for being sold. May be for ……about 99.99% of the time!
On the other hand, if the ad becomes interactive and seamlessly does a lot more than just hawk me stuff, I will be more interested in interacting with brands, movies, or in other words, the guys who spend the big bucks on advertising – Soap, Shampoo, Beer and Automobiles.
Google Search Ads never made sense for Dove Shampoo or Soap for example or banner ads so far! The iAd technology includes built-in support in the iphone OS for streaming video, shaking, location based calls, etc making it a truly interactive. personalized experience.
For example, a Toyota or a Ford ad for a car will recommend dealers near you since they already can get your location!
Mobile advertising is going to leapfrog over Internet advertising and bring in the big spenders!
In about two years time we will be talking about how Apple completely changed advertising. Mark my words!
“During [the twentieth] century we have for the first time been dominated by non-interactive forms of entertainment: cinema, radio, recorded music and television. Before they came along all entertainment was interactive: theatre, music, sport—the performers and audience were there together, and even a respectfully silent audience exerted a powerful shaping presence on the unfolding of whatever drama they were there for. We didn’t need a special word for interactivity in the same way that we don’t (yet) need a special word for people with only one head.
I expect that history will show “normal” mainstream twentieth century media to be the aberration in all this. ‘Please, miss, you mean they could only just sit there and watch? They couldn’t do anything? Didn’t everybody feel terribly isolated or alienated or ignored?’
“Yes, child, that’s why they all went mad. Before the Restoration.”
“What was the Restoration again, please, miss?”
“The end of the twentieth century, child. When we started to get interactivity back.”
– Douglas Adams – 1999 – How to Stop Worrying and Learn to Love the Internet.
Great article about Apple iAds. The article comes from this blog post. Forgot to link to that in the original post.
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