to top each other in finding creative ways to engage potential consumers.
“Because of innovations in mobile
technology and social communications, advertising isn’t just about sending a profound message anymore. It’s about creating a lasting conversation,” says Nick Lagalante, social media marketing manager at Time Dog in the US.
With the rise of tablets and mobile, advertisers can let their imaginations run wild in reaching out to consumers. Rather than interrupting consumers’ daily lives, advertisers are exploring new and compelling ways to gain consumers’ attention,
engagement, trust and, then, their business.
Take the Lexus ES 2013
“Advertising isn’t just about sending a profound message anymore. It’s about creating a lasting
conversation.” NICK LAGALANTE. TIME DOG SOCIAL MEDIA MARKETING MANAGER
ad for example. With the new CinePrint technology, consumers can bring ads to life by placing their tablets under the print ads. In a stunning light and colour experience, Lexus highlights the vehicle’s interior and exterior features in a way that makes for a completely extraordinary, out of the box, unforgettable experience (use the Layar code at the top of the page to see a video of how the ad works).
Another example of the new creative,
engaging approach to advertising is the PNC Virtual Wallet ad for tablets. This one starts as your run-of-the-mill banner ad but then unfolds into an interactive game popping with colour and shapes and movement. The game is very straightforward — a series of real-life questions and decisions pertaining to PNC, but its colourful, gamification approach resulted in a 50 per cent higher than average rate of user engagement and five times more views than average tablet ads. It’s safe to say, PNC got it right.