Rich, branded experiences pay dividends for advertisers

Imagine a world where advertising is targeted and fun. That's what I think about every single day when I use or build rich internet applications.

Imagine a world where advertising is targeted and fun. That's what I think about every single day when I use or build rich internet applications. Productivity applications are great but there's also a lot to be said for engaging consumers and RIAs are a great way to do that. Any RIA you build for a user is basically advertising You're advertising your brand and your content. In the New York Times today there was an article about how ads are becoming entertainment rather than interruptions. Welcome to the world of web experiences.

David Droga, executive chairmen at the Droga5 agency sums it up very well in the article:

"You put choice on the table, you change the whole game," Mr. Droga said, adding: "Everything is about control. If an ad is interesting to you, you’ll have the conversation with the brand. If it’s not, it’s a waste of time."

This is the appeal of consumer rich internet applications and why every single ad agency should be looking at them and innovating towards them. Right now it's largely about creating a funny commercial. But humans want to be entertained and eventually advertising will get more sophisticated. The web, and in turn, rich internet applications, are a perfect medium. It's all about the experience for the people towards whom you are targeting your brand. And you can target more than just he funny bone with RIAs. You can target the mind, the eyes, and the emotions all with great advertising wrapped inside an application.

Eventually I hope some of this stimulation moves into productivity apps and the enterprise. Making software more fun has always been one of my hopes but I want to make sure the fun doesn't interfere with productivity. Hopefully we can watch and learn from the advertising world which has made a very profitable industry based on getting people to do something and enjoying it while they do. I'll give Michael Jacobs from MRM the last word:

"I don’t think it is so much about putting entertaining commercials on the Web as it is about brands providing immersive experiences for consumers of which entertainment is a component,"

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