Nuts & Bolts: Internet
As marketing and advertising technology become more sophisticated and an increasing number of households surf the Web at broadband speeds, interactive videos and adver-gaming are gaining popularity. According to Henry Woodman, president of Hollywood, Fla.-based Internet content provider ICE Portal, “We are the TV generation; adver-gaming, video and rich media will all become part of the ad experience.”
Adver-games are interactive advertisements containing mini-video games or click-to-play games. They entertain and engage consumers by allowing them to interact with content, for example, by clicking on virtual tours, pausing and playing video. Showing a product as part of the adver-game experience “can be very powerful and great for branding, both conscious and subconscious,” Woodman says.
For companies transitioning to more interactive online advertisements, Woodman suggests creating short, clickable videos that will become the pre-roll for other videos. For example, a travel company could create a 10-second to 15-second clip about a special offer at a hotel in the heart of South Beach that runs before an educational video about Miami.
Woodman says that in the future advertisers are going to be more discreet about how ads are shown—not as clearly defined advertising, but as online entertainment. Because consumers do not want to feel like they are being sold, he says marketers need to be more subtle about where ads are placed and how effective they are.