Saturday, July 29, 2006

Scoring With Interactive Ads

According to rich media advertising company PointRoll, Telecommunications and travel ads are the most likely to prompt user interactions while technology and automotive ads are the least effective at engaging consumers. For the three months ending in June, both telecom and travel ads developed by PointRoll received response rates of more than 8 percent, while technology ads got just a 4 percent response.

PointRoll's interactive ads expand across the page and combine video, Flash and audio. The ads they developed for their own advertising solutions (see the TomBoy and FatBoy spots here) are wonderful examples of the creativity demanded for today's rich media world.

While much of the web's content will remain text and graphics, every publisher will be producing some interactive content, and banner ads won't cut it anymore. Technologies like PointRoll that allow creating hotspots with videos and Flash animations will become standard for advertisers looking for the greatest conversion rates.

By John Gartner at 10:18 AM | Comments (1)

(1) Thoughts on Scoring With Interactive Ads

I would rather chew my own leg off than watch and especially listen to an animated ad. And, of course, if a site carries animated ads, how do you expect me to go to that site from a cubicle in an office suite?

Comments by Moshe Yudkowsky : Sunday, July 30, 2006 at 08:06 AM

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