Web Ads That Consumers Actually Want to Save and Share
Posted by Universal Ad at Thursday, November 29, 2007 4:52 AM and is filed under Advertising,Widgets,Consumers 
A RetailWire discussion about Google Gadgets introduces a new form of advertising that, according to Google, promises "a heightened level of consumer
involvement paired with the content relevant placement strategies that
have propelled that division to its dominant position in online
advertising."
Google's Gadgets, a new interactive ad format introduced as part of AdWords, are basically "scaled down, encapsulated web sites with the ability to present dynamically updated data." The information can be text, interactive animation, video and sound, and the gadgets can also collect information and pass it back to the sponsor. The example given by Google is Honda gadget that offers views of an a specially-designed car, sweepstakes, videos and more, all in a 2 inch x 2.5 inch interface.
While the multimedia in itself is not out of the ordinary, it offers a winning combination - the ad + placement ("contextual, site, geographic and demographic targeting options") + sharing (the ads can be passed on to friends, inserted in web pages, etc.) + tracking ("detailed interaction reports allow marketers to track dozens of actions within the creative unit and optimize toward their goals.")
An eMarketer article on this subject covers a Jupiter report which found that "the best way to distribute widgets is through viral marketing and social networks," "online users were more likely to get widgets from friends than from the companies that created them," and that "nearly four in 10 online users were familiar with widgets, and more than one-quarter had used them."
Posted by Universal Ad
Google's Gadgets, a new interactive ad format introduced as part of AdWords, are basically "scaled down, encapsulated web sites with the ability to present dynamically updated data." The information can be text, interactive animation, video and sound, and the gadgets can also collect information and pass it back to the sponsor. The example given by Google is Honda gadget that offers views of an a specially-designed car, sweepstakes, videos and more, all in a 2 inch x 2.5 inch interface.
While the multimedia in itself is not out of the ordinary, it offers a winning combination - the ad + placement ("contextual, site, geographic and demographic targeting options") + sharing (the ads can be passed on to friends, inserted in web pages, etc.) + tracking ("detailed interaction reports allow marketers to track dozens of actions within the creative unit and optimize toward their goals.")
An eMarketer article on this subject covers a Jupiter report which found that "the best way to distribute widgets is through viral marketing and social networks," "online users were more likely to get widgets from friends than from the companies that created them," and that "nearly four in 10 online users were familiar with widgets, and more than one-quarter had used them."
Posted by Universal Ad
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