Bob Garfield

Why interactive images will be the next big thing

Marketers are always looking for a game changer. Here's how image-based interactive marketing will explode on the world stage.

How much can you do with your images? Today, image formats are extremely limited. Marketers generally have JPEGs, GIFs, and PNGs to work with before they begin to dip into richer media like Flash and video. Every day, brands upload millions of images to the web. Sadly, those images are not being utilized to their full potential.

Wouldn't it be mind-blowing if brands could seed their images with interactive marketing messages and controls? We're not talking banner ads on JPEGs or product placements in the image content itself. Imagine if your static branded images were rich in experience but not in format. This concept has been kicked around in the marketing community for a long time, but now technology and creative developers are making it a reality. Marketers will soon be able to pinpoint "hotspots" on their web-based images and seed them with messages relevant to their brands. This will essentially turn images into interactive display ads, native to a consumer's interest and search results. With native advertising exploding right now, this is a marketing innovation that is dearly needed.

No one knows more about the potential of this technology than Joseph Dumont, CRO of Stipple, a company specializing in mainstreaming interactive image marketing. He speaks to iMedia's Bethany Simpson on why the industry will embrace this innovative idea.

Article written by David Zaleski.

Video edited by Associate Media Producer Brian Waters.

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"Hand selecting images streaming from the deep" image via Shutterstock.