A car for rich people promote with rich media. Excuse my silly joke, but this is actually what MediaPost points out today talking about a new online campaign Mercedes is about to launch in the US to promote its R-Class luxury vehicle. The online agency which designed the ads is Critical Mass. They created a virtual avatar which enters the screen to delivered tailored sales pitch as a user clicks an ad. The innovative rich media will appear on Edmunds.com and ideally it will help generating a more engaging online experience. A micro-site will of course support the campaign. I must say I’m always a little bit skeptical when I see things moving around my monitor but, of course, in this case things are different since the avatar shows up only if the user clicks on the ad.
On iMediaConnection the “showcase” is definitely my favourite section. Last week they featured an advertising quiz by Fuji . Developed by Sharpe Partners with Pointroll rich media technology, the ad helps users finding the right digital camera. Some people are enthusiastic about the solution, others believe the solution did not fully exploit the media potentials. Personally I don’t like the layout while I like the idea of interactivity and the user experience they’ve tried to create.
The future of online advertising is in applications, not in ads. This is briefly the idea expressed today by Sean Carton on ClickZ.com. He points out the advertisers using the Internet need to involve the user in new and unique experiences that one-way broadcast media can’t possibly accomplish. The topic is extremely interesting and it’s indeed one of the main field in which Adverblog.com is going to focus in the near future.
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