EyeWonder - leader in helping ad agencies and brand managers deliver creative campaigns across the wide spectrum of digital media. The company announced results of a blind industry survey and unveiled a new category for the advertising industry, “Interactive Digital Advertising.” The majority of those surveyed see the future of digital advertising tied directly to increases in interactivity across the full spectrum of advertising media including online, television, outdoor and mobile devices. More than 95 percent of respondents in the consumer survey echoed this statement, noting that increased interactivity and relevance would not only enhance their online experience, but encourage them to interact with an advertisement longer.
Interactive digital advertising also takes aim at the platforms of larger industry players. A critical component of the new category is open access to data, as Interactive Digital Advertising provides the ability to get data that can then be analyzed to create more effective experiences for users and advertisers. EyeWonder believes the “black box” models of companies such as Google and Microsoft – which, on the surface, appear to create more efficient media buys – ultimately degrade brand differentiation. The result is commoditization based on who is able to pay more for better search results, effectively hobbling overall advertiser media efficiency and limiting a brand’s ability to compete.
the movement to "interactive digital advertising" will minimize communication gaps between clients, agencies and technology providers. It is also forward-looking in that it can easily accommodate all the up-and-coming digital ad platforms that are already becoming part of the advertising mix.
The industry may not acknowledge the pain that advertisers, creative agencies, media buyers, publishers and brands are having when trying to plan a digital ad buy- resulting in dollars lost and mediocre campaigns
Redefines the fastest growing platform of online advertisements
Will Townsend, Group Account Director, Atmosphere BBDO
Rich media, identified by eMarketer as the fastest growing advertising format in the United States with a projected spending increase from $1.2 billion in 2006 to more than $5.5 billion in 2011, is one of the most misunderstood and difficult to define.
full white paper and results to the survey are available here: www.eyewonder.com
Kathleen Zakrzewski 215 939 5709