A New Era of Smart Banner Ads
http://www.adaptiveavenue.com/
Banner ads are finally growing up. With the web becoming more semantic and service oriented its now possible to put the Sistine Chapel on the head of a pin, and dynamically serve up just about anything in your banner ads, quantitative testing, qualitative testing, ecommerce and database driven content and more. At Target we called this the super widget and it took five years from idea to implimentation, now it is becoming common place.
I see getting the creatives on board will be the biggest challenge, they hate designing or writing to templates, but the future isn’t going to wait for them.
“Bant Breen, the president of worldwide digital communications at Initiative, the Interpublic Group media buying and planning firm, had a similar view. “The traditional creative process right now is not structured to essentially deliver hundreds of permutations, or hundreds of ideas for messaging,” said Mr. Breen, whose firm is using Tumri to determine which ads are working.
“There’s no doubt that there will be a lot of data that can be collected that could be applied to the creative process.”
But, he said, “that’s not necessarily an easy discussion to have with great art directors.””
http://www.nytimes.com/2008/12/03/business/media/03adco.html?_r=1&ref=media
Since we are doing this on the net now, can we get the web to print version working as well? This will be fun!
Great post Matt. But I wonder if there is a point at which having too many ad permutations gives diminishing returns.
Interesting ad serving technology particularly Tumri. To be honest I read Alvenda’s homepage twice and still said “Huh?”
Rob
@Rob
The Alvenda website is now up to date with what they are all about, check it: http://www.alvenda.com/