A great article by Hernan Lopez; President of Fox Networks and Chief Operating Officer of Fox International Channels.
Below is our response:
I think you have drawn up a very interesting analogy here: comparing trade promotion with search. Search works best when capitalising on latent brand awareness – but it is creating the brand awareness in the first place where one finds the real challenge.
Display advertising, unlike TV, has a active role to play in driving brand awareness and preference. The problem lies in the fact that existing display formats are no better than TV in driving awareness and preference. The are simply too passive – wallpaper if you like.
The next generation of display formats will move towards consumer pull. Formats that give the consumer the ability to ‘opt-in’ to brand communication. They will achieve this by packaging brand communication in a format that has a high intrinsic utility. The formats will be monetised through new models: Cost Per Engagement, number of installs, Rev shares to name a few.
Search – herewith to a separate discipline will be completely integrated within the format.
We have been experimenting with such formats for the past six months and have achieved some real breakthrough results.
Take a look at this display format developed for mydeco.com
http://mydeco.com/the-magazine/design-box-widget
Like traditional rich media, the format is ad served – but without charging a premium. The value lies in the organic distribution and ongoing brand-consumer dialogue.
A small glimpse of the future….
Joshua Rex
http://thisisopen.com
Tags: advertising formats · online advertising · Online Media · Open · open imu · Search · Social media1 Comment
1 response so far ↓
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