The printed magazine and TV ads still work as the immaculate wall of the Prado, the images evoking the allure of a world painted by Cy Twombly, in which kids never scream and your life is like a Boboli garden where you walk in slow motion, hand in hand with Kate Moss. When a brand tries to tell you the same story online, it does not work that well; in fact, it looks rather bad. Search ads and display ads work, but they sound like the coughing exhaust of a Tata Nano, instead of the melody gently sung by a Maserati Merak.
Things are about to change, since they came up with the idea of the “personalised living magazine” - e.g. Flipboard for Apple’s iPad - which tries to bring the magic of the TV and the appeal of the magazine together to the mobile/tablet era. Yahoo! joined in with Livestand; “The ad model we’ve been living with on the PC Internet for the past 15 years is just broken…It’s been terrible for brands.” The next step is going to be the Living Ads for iPad (check the demo here http://yahoolivingads.com/), which are ads that act like apps, thanks to HTML5 technology, and will be, according to Yahoo!, the place ‘where motion and emotion meet’.
Image may be NSFW.
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That means that you can click, hover and expand, and even play a record using the turntable featured in the add – hopefully is not going to be Phil Collins everywhere. According to Yahoo!’s head of mobile & tablet advertising products Alex Linde, this is going to bring “the impact of TV, in a magazine format.” Moreover, the data related to the users’ interactions is going to be fed back to the advertisers, in order to see what bit of the ad users like the most – hopefully not Phil Collins records.
Yahoo! has also launched the Social Sentiment slider, which is, according to the internet corporation, ‘a new sponsorable engagement feature that poses a question related to the article a consumer is reading. Think of it as a social polling feature that will let consumers share their opinions while connecting brands to these online conversations.’ This new tool will give the advertisers a way to increase brand awareness and to make the users share content with friends and peers.
This is what it will look like:
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Although this is sci-fi, online advertising keeps going strong, as recent articles stress, claiming that it “outperforms press and outdoor for ROI”.
As usual, high end design and sleek graphic solutions are a must, if you are promoting your brand; here is what Appnova did for Italian luxury bathroom manufacturer Teuco.
If you are looking for “London web agency” “Web design London”, “Fashion eCommerce” or “High end web design” you will find our name, Appnova.
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