The World of advertising is definitely changing. Having seen the rise of the Internet ad in relation to spend, we are going to find that much changes in the Digital Advertising sector.
It’s widely reported that TV ad income is now lower than that of the online spend, and a great example is how many video reports the BBC are adding to news articles. Rather than reading the BBC story you can watch the related video clip of the original Television news story from the BBC, with begins with a commercial advert. Considering the number of people who now gather news information online, this is obviously going to be the booming ad sector in the next decade and beyond.
Brand and product focus will become ever more intricate, as the sector tries to understand better ways to interact with browsers. Text ads have served a purpose for years, but as Google said when it purchased DoubleClick, the display of an advertisement should be smarter and take advantage of the technology that is available online (especially since the rise of web 2.0).
A rich media ad can consist of various elements, such as mixing the display with text, video and flash. The interactive part comes with the visitor being able to control the video content, switch views to another ad (within the ad) and even ‘click to call’.
Having a flash element to the rich-media-ad will inevitably draw people in more than a text ad would for example, and the dynamic aspect of having control over stopping or changing the content that is present will appeal to a new generation of surfers.
