what is interactive advertising
What is Interactive Advertising
In our everyday life, we are always surrounded by new buzzwords or jargons about a particular field. Like in the advertising world, interactive advertising is a new buzzword, which goes beyond the traditional methods used in advertising. Read to know more about this buzzword...
- Interactive advertising is more of personal interaction between the consumer and the company. The main idea behind this type of advertising is that the ad should be able to stand out in the crowd of similar products and intrigue the customer to further know about the product.
- It offers immense benefits to the company as well as to the customers. First, advertising was only limited to financially strong companies who could afford splurging money in it. The small companies bore the brunt by not being able to market their products on a national level.
- With the onset of interactive media, the local companies were able to share platform with the multinationals. Advertisers were able to advertise with low budgets too and were able to attract same traffic as other companies. Even marketers were able to measure the effectiveness of an ad at a low cost.
- The first one defining fashion was the Burberry ad which had pictures of models wearing their products. A click on the model's image immediately made the model move herself and the prospect could view the shoes and other accessories like bags. The main purpose of this ad was to create a typical fashion show atmosphere which would interest the consumers to go further and look for other creations. This ad also used 3-D technology to help the customer view the products from different angles.
- Other than advertising on the Internet, traditional methods were molded to fit the new channel. Like a famous ad by Frito Lays which has a tag line - 'Our potatoes are grown closer than you think'. They actually plastered a potato patch on the roof of a subway station.
- Similarly, Coca-Cola came up with an ad which had 'Velcro' attached to their poster in order to feature their strong grip bottles. People passing by this poster were actually gripped by this ad and this resulted in a major increase in revenue.
- Even the government of a particular country made sure they are not left behind in this bandwagon. The government actually had shoes stuck to chewing gum on the streets to demonstrate how gum is better in the dustbin and not on the ground. This created a lot of interest among people and various networking sites.
- Even ads on TiVo were not excluded. An ad by Charmin company advertised about their coupons usage while purchasing Charmin products. The user pauses the show and can order the coupon by the options given to him/her and after completing the process, he/she can resume the show.
- Similarly Domino's Pizza ad used this tool in TiVo where the users could order their pizza by logging into the site by typing an account number flashed on the TV. The consumers could make their own pizza by choosing the crust, toppings and size. This type of advertisement was too popular on TiVo.