Interacting without interrupting

Just saw this banner ad for G - the brand formerly known as Gatorade. Admittedly, we're not big fans of the new direction/identity crisis G is pushing. But it is always refreshing when brands create ways for the audience to interact with a brand without interrupting what they're doing. After all, this isn't a campaign we're drawn to, but the ease of the experience compelled us to participate. Simply roll your mouse over to expand the window and play. more >>>

_______________________________________________________________________


_______________________________________________________________________
Granted, not every pixel has to push the envelope, and oftentimes the content publisher has limitations to how big the ad file can be. But the web banner is one of the most basic of interactive ad mediums, and one whose full potential often goes unrealized, especially if you have a good media relationship with the dot-com or offline publication.

It's understanding that the real goal is to drive sales and brand impressions, not necessarily web traffic. Unless, of course, you're brand is built around online sales, but sites like eBay take full advantage of the banner ad as a way to let people experience the site and the items available without having to stop what they're doing.

Think about it. What if people don't visit your site to play your online game or get coupons from you? Have you lost? Not if you create ways to bring those things to them. If the audience can play in your world without leaving their own, they will be more willing to experiment with a new product or offering. (Widgets are also a great example of this, but do require an extra brand buy-in that banner ads don't.) The sooner a brand realizes that it's about interacting without interrupting, the more naturally consumers will embrace you and incorporate you in their online and offline routines.

To paraphrase Frederik Carlstrom of Great Works America: Absolut doesn't care if people go to absolut.com. They can't sell anything there. What's important is that people spend time with the brand in magazines, blogs, bars and anywhere else people are talking.

See, it's the conversation that translates into sales. Let visitors turn the site they're on into your brand's playground. They'll appreciate the control.

Looking for more inspiration? When you're surfing around, look for ads from Mini Cooper, eBay, maybe Orbitz and even (gulp) General car insurance. Got some great examples of your own, add them to this post. More on this G thing later...

web articles