Dec. 3, 2008
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!
Posted by matt in Your Delivery, Your Tactics | 2 Comments
Nov. 5, 2008
I’ve had this notion for a while, I don’t know if anyone has perfected it yet, some companies have gotten close. I want to be able to create an Indesign template, upload it into a web based system that will allow me to edit predefined areas through a web browser, put it into an approval queue, once it is approve it automatically resizes itself a bit into one of 14 predefined sizes and then is transferred automagically to the publications as defined in the media buying system.
This should be done already. Websites have been doing it for years in the form of database driven websites. Now that the Indesign file format is basically just XML it really isn’t a very large leap to do a few integrations between exisitng technologies and have a whole new product that any company that does regional or nation newspaper advertising, or magazine advertising would love to utilize.
