Posted by Twain on August 4, 2009

Twain tech: advertising engagement and user interactivity

What a woman has to do to make online advertising work……………Apply 360-2020 sense and get coding………..

It’s well-known that Flash advertising on the Web is not as successful as it should be. This is because the marketers, SEO specialists and advertisers may not have either the technical skills or the imagination to increase user interaction with the advert. What currently happens is that the Flash advert acts as a PUSH mechanism, bombarding the online user with its message (which they resent as an intrusion) — rather than pulling and attracting them in as a process of discovery.

The current solution deployed by marketers, to make adverts work better, is to ask UI designers to recommend where the advert would be better positioned. The answer the UI designer typically provides is:

* near any log-in panel

* top of right-hand side column

* middle of the article to break up the text

* bottom of left-hand side column

In fact, the real problem lies NOT in the position of the advert but in the way with which it entices online users to engage with it and go on a journey of discovery about the content! That’s an obvious.

Now, when things don’t work I have a tendency to go ahead and fuse any technical, creative and business knowhow I may have……..until it DOES work. Here’s what I mean in relation to increasing advertising engagement and user interactivity on a website.

In the next tech videos, I’ll demo how to re-imagine and customize AJAX to create a dynamic RSS page, an ordered list accordion and a non-SVG edit in place collaboration areas which foster more user interactivity and is flexible enough for their personal choice.

This will provide a glimpse into the types of technology I’m leveraging to create my version of what features a website UI should have and what the site should be able to do for users, advertisers, companies and collaborators alike.

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Categories: Advertising,Website design
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Posted by Twain on July 31, 2009

Microsoft/comScore: Reach + Frequency Planner (RF Planner)…ads, ads and more ads??

Rick flagged me on this item:

* http://news.ebrandz.com/microsoft/2009/2770-microsoft-comscore-partner-to-develop-digital-ad-branding-measurement-tool.html

* http://venturebeat.com/2009/07/30/microsoft-chases-brand-advertising-dollars-with-comscore-powered-forecasting-tool/

Twain says: “STILL NOT 1,000,000TH AS IMAGINATIVE OR AS INTEGRATED OR AS SEMANTIC WEB RELEVANT AND “LEAPFROG THE HIMALAYAS-MESOSPHERE’S EDGE” AS MY PERCEPTION-EMOTION SYSTEM!!!”

In any case, It is not reach and frequency which matter. It’s precision of understanding wrt how consumers are relating to corporate brands and products, and what emotions the ads elicit in them, which evolves them from

* annoyance at an ad =>

* acceptable of it on their homepage =>

* interest in finding out more =>

* decision to investigate for purchase =>

* compare prices =>

* transact

If Google comes knocking, I’ll be happy to discuss it with them. If Apple comes calling, I will beat Usain Bolt himself to the Infinite Loop!

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Categories: Advertising,Strategic alliances
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