Get Ready for “Appvertising”: Advertising Reinvented For The Mobile Age
Interactive ads mean new rules, but also new opportunities.
Advertising has traditionally been regarded as an interruption of the actual experience that people are trying to have -- be it watching a TV show, reading a newspaper or magazine or browsing a Web site. But we're now seeing the emergence of a new kind of advertising, one that's in itself so entertaining and engaging that it has the potential to become an experience in its own right.
Welcome to the era of "appvertising." Advertisers are beginning to take advantage of the richness and flexibility of interfaces such as the iPad to develop ads that have much more in common with apps than traditional commercials.
Perhaps the best example of appvertising is the iPad ad that Apple prepared for Tron: Legacy, the sequel to classic Tron movie from the early 1980s, to show off the abilities of its new iAds network.
The Tron: Legacy interactive ad for the iPad of course bears some resemblance to a traditional movie trailer, with graphical elements and music from the movie, but the ad quickly transcends these elements to become completely interactive.
The ad runs in an inviting banner within an iPad app. Once you click on the ad, it starts up, enabling you to control the interaction and choose what to do next. Explore the characters? See behind-the-scenes footage? Hear Daft Punk talk about composing the soundtrack?
You can also check out local show times, download screen savers and even email friends, all without leaving the ad. This functionality was delivered with multimedia packaging that reinforced the Tron brand, with screaming computer graphics and the movie's trademark electric colors.
The ad made such an impression that many fans created YouTube tributes, such as this one:
First TRON; Next, the world
The Tron ad received a lot of attention, but there have been other noteworthy examples of interactive ads for the iPad. Steve Jobs himself showed off some of the prototypes when unveiling the iAds program:
The discussion of a prototype Nike mobile ad begins at the 6:00 mark. There is lot to interact with in the Nike ad; we especially like the feature that allows viewers to scroll through many years of the Nike Air, watching as the shoe evolves over times.
Ads such as these are good indicators of how exciting this new medium is going to become. Commercials for the Super Bowl are famous for being can't-miss "events". With interactive mobile ads, all advertising can aspire to that same level of anticipation and engagement.
New Game, New Rules
Even in the early days of appvertising, some rules are already becoming apparent. Here are a few:
1. Make it fun.
Forget about having a captive audience, one for whom you can stream out your video at whatever pace you choose. A "skip" button is mandatory. If users don't see something fun and engaging in a few seconds, you'll have lost them.
2. Design for the medium.
If you are coming from the print world, you may need to rethink some of the things you learned in design school about "simple, clean" layouts. Interactive ads tend to be visually busier than print ads, but that doesn't diminish their impact. Of course, in adding complex imagery, keep in mind the technical limitations of the networks your users will be operating on. The world's most elegant graphic won't make much of an impression if it requires someone to wait 45 seconds for it to download.
3. Think beyond sexy products.
Interactive ads aren't just for studios making big-screen CGI epics; we've heard of great mobile ads for simple laundry products - you can test different soap levels, or learn about the best ways of removing stains. It may not be entertainment for a Friday night, but it's extremely useful nonetheless.
4. Consider leading with a mobile ad strategy.
We anticipate that as brands and agencies begin focusing more resources on interactive ads, many will consider developing ads primarily for mobile devices. These devices are almost always with us, unlike our TVs and computers... and whatever extra resources may be required for the creative work will be paid back many times over in greater user involvement with both your ad and your brand.
Interactive ads are still in their infancy. We expect them to be popping up in surprising places in coming months and years. For example, don't be surprised if innovative companies start including an interactive ad along with their press materials or as part of media pitches.
Interactive ads are precisely the sort of challenge we at Universal Mind love taking on. Whether the branding and creative direction comes from an ad agency, or is something we design after understanding your needs. Our passion involves mastering the growing arsenal of tools the mobile world is making available. We use these to create an experience that will enable your customers and potential customers to have a deeper, richer and longer-lasting relationship with your brand.
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