The IAB released an announcement on April 30th that it was bringing together a task force of “TopTalent To Re-Imagine Interactive Advertising” – and as a member firm of the IAB, Media Two Interactive was quick to jump on board.
For years, interactive media has been reliant on great creative execution to become successful. Publishers and sales reps alike are the first one to blame creative when a campaign is unsuccessful, which is why about 8 years ago, Media Two started up a media design division (award winning division I might add!). After so many years of doing great media strategy (which includes a combination of media & design), this is a great opportunity for Media Two to help out in the relevance of interactive advertising for years to come.
Although the consensus with our designers is they’d love to eliminate small ad formats, increase file size restrictions (especially now that broadband is widely accepted), and even do away with the original leader board formats that are typically not as responsive as the larger, 4:3 ratio ads – there is more thought going into it than just that… Look at TV for example… DVR’s and Tivo’s of the world are fast-forwarding commercials. Unless the 30-second spots become a Super Bowl caliber entertainment value, people are tuning out most of them. So what you are seeing are more and more product placements within the content themselves… With the advent of Social Media online and consumer interaction at its highest – let’s figure out how to create a non-intrusive placement that consumers want to interact with, can create that coveted brand awareness, and oh yeah, publishers can make their money so the online experience continues to be a free one. I don’t believe TV made a mistake – I believe the consumer experience evolved past that – so let’s not model an online ad experience after one that consumers have already passed by. I’m looking forward to our interaction and involvement with the IAB – as this will be changing the way we work for years to come! If you want to keep updated on things progress, I encourage you to follow our Creative Director Rachel Rumsey on Twitter – she is @rachrum !