In Focus

10 Best Interactive Marketing Practices

Mike Yapp
Creative Posted on January 09, 2006

Best Practice #5: Include a Compelling Offer

A compelling offer or promotion always lifts response in an interactive ad.

Bazooka Joe doesn't miss a beat. Bazooka gum always includes an offer with the comic.

As a twelve-year old boy, the sea monkey offer was a big hit for me, but not much for my mom. After dead sea monkeys stunk up my whole bedroom, the bubble gum offers were decidedly not an option anymore.

Then again, offers and promotions are the foremost strength of the direct response online advertising. Vonage successfully employed the space to increase subscriptions to their VOIP service from 3,000 to 500,000 subscribers in just 18 months. Capitalizing on the large format and extra file size of an interstitial, Vonage made it easy to display multiple offers and products in one elegant ad unit.

Interstitial
Interstitial		 The Voice of Reason
The Voice of Reason

To view the interactive ad just click on it.

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Comments

brandon johnson
brandon johnson August 7, 2010 at 9:42 AM

Amazing how some years later and this is still very relevant information strategically.

Keep up the great work!

John Leavy
John Leavy March 4, 2010 at 5:21 PM

Chopping an article up into tiny pieces so you can shove ads down people's thoats...do you think readers are this stupid...I only registered so I could leave this comment...I'm sure it won't be published...so long forever.

Bless Bey
Bless Bey September 18, 2008 at 12:20 PM

I am publishing my first magazine and am deeply interested in offering interactive ads and marketing to advertisers.

David Pershey
David Pershey August 13, 2008 at 1:06 PM

Great point. Looking forward to getting to know your site better.

Bonnie Singer
Bonnie Singer March 4, 2008 at 7:46 AM

I have been a TV producer in the advertising industry for many years and am transitioning into interactive. I find your analysis very informative. Thank you.

marylou watson
marylou watson February 13, 2008 at 10:14 AM

Interested in keeping abreat of current marketing issues and practices.

Kilda vIMES
Kilda vIMES October 8, 2007 at 5:22 AM

Speaking of unique user experiences, i recently saw an ad for Coca-Cola. It was projected on the floor and was interacting with its audience, me.the bottles moved with me, followed me around, and i was making things happen in the ad.i was so drawn to this cool feature it hit me only later that I'm playing around in a commercial. apparently this is the latest thing in advertising- interactive interface. i checked and the company who makes these installations is called EyeClick. do you think that this the way advertisers will go next? because i can see myself getting hooked with this sort of technology.