A while ago while browsing through a WIRED issue had come across a Canon/Nikon ad(sorry can't remember which brand exactly). It was an example of what I term as an ActiveAd.
It had no fancy art, no tag-line, no hyped brand promise, just an equation of DIY features, some benefits and a link to know more about the product. Many tech brands I have observed follow this format of an ActiveAd.
Maybe we could follow the lead in FMCG, durables and other categories as well!
So what makes an ActiveAd.
1. Obviously it will lead the reader/ browser to some action.
a. Goto www.checkoutthisstuff.com
or b. Try the product demo at physicalspace.com or virtualreality.com
or c. Cut this ad and get 10%off at physicalstore.com
2. ActiveAds can do without taglines...They show the product, they talk about the benefits. They excite you about the technology without geek-speak!
3. Information is more/ equally important than the brand 'image' art/ layout. Don't keep on repeating the headline. Behave like a retail environment. Tell me more about the product ingredients, the underlying technology, the benefits, the sourcing story, the environment stand of the company, the packaging stories, etc. Throw me a new nugget/ factoid instead of irritating me with the same baseline...
4. Active ads allow participation. Our current TVCs are not active. They are passive bombardments on our senses. But with a little bit of imagination and digitisation, all advertising forms can be made more active!
and 5. ActiveAds aim more at behaviour change rather than worry about awareness and recall scores only.
These are still WIP thots. We should aim at making all the ads more active! It's better ROI.
If you come across any blog posts, articles around this subject, please lemme know!
Happy Holi...Maybe no more posts till Monday!
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