The big Monday press release was about the unveiling of AdKeeper, a company whose technology adds a "bookmark" (or "keep", as they call it) button to banner ads of participating advertisers. The idea is based on the fact that people do bookmark advertising if a) it's easy, and b) there is an expectation of future value. Clipping coupons, for example, is both. Until today, banners haven't really been designed for any kind of delayed gratification, being instead all about "click here now" reward mechanism. With AdKeeper, users will be able to clip online banners into a repository for later viewing, which probably means that the creative can be updated with new offers depending on the history of interactions with the ad.
Referenced this article on my blog.
ReplyDeleteIt's a great idea - see also tweetable and sharable ads, but surely it makes more sense in most cases to bookmark the page the ad clicks through to..?
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