Interactive advertising is advertising that require an immediate or ongoing response. This is mainly restricted to the digital medium. This term also includes gorilla or ambient advertising.
Digital advertising refers to online advertising.
Interactive creatives believe that interactive advertising is separate from traditional advertising.
However the line is blurred as online advertising is the intersection of interactive and advertising worlds.
Interactive advertising is a fairly new development in the advertising world and is still evolving. Though like traditional advertising, it all depends of the idea and the concept. The question is just the same- will the ad stand out?
In today’s world the importance of interactive advertising is increasing. If any person wishes to find anything about any company or product, in today’s world it would be done online. It is the role of interactive advertising to make a connection between the product and consumer, and this will hopefully result in the purchase of the product.
The Click Factor- The internet has made things faster. With the click of a button things come to the door step. That is the advantage interactive advertising has over traditional advertising. The consumer can react to an ad by clicking on it. The consumer with the click of a button can make a purchase. The real power of interactive advertising is its reach, as the world is got smaller with the internet.
Customizing the Experience- The success of interactive advertising is to customize it so that its suits the consumer. The more option that are there, the more personal it can become for the consumer. Eventually this will convince the consumer that they are in control.
A Brand New Relationship- Another difference between interactive and traditional advertising is of building a relation with the consumer and product. Unlike traditional advertisement, interactive advertisement is more like an invitation, than an interruption. It is a two way relationship. Interactive Advertising has to make consumer want to interact.
Interactive advertisement is a soft sell. It allows the consumers to make the decisions. It allows them to navigate, explore and share.
There are various skills need for interactive advertising such as:
- Art Direction
- Writing
- Sound Design
- Use of music
- Animation and motion graphics
- Interface and navigation
- Illustrations
- Typography
- Photography
- Graphic Design
- Film Direction
- Cinematography
- Special Effects
No comments:
Post a Comment