The Internet is all about interactivity
Interactivity can take many online forms in marketing a business through a website, click through emails, call to action items, enticements, free offers, games, challenges, and other various forms of algorithm learning and software items built into the web site.
Now with the new 2.0 Web that is upon us, advertising can have more interactivity built into the ads themselves. Defining Web 2.0 is rather difficult because the Web is in a constant state of change. New technologies and software are continually being developed and deployed throughout the Internet. Software applications such as Google Calendar and the online Writely company (now Google Docs) that came up with a powerful online word processing application that can save documents in Microsoft Word format are starting to change the Internet landscape.
Advertising is also becoming much more interactive especially as online streaming audio and video are becoming more and more popular for both the advertiser and the viewer. Google has recently started experimenting with video advertising through their AdWords campaigns. The advertisers have created the ads in such a way, that the ads do not irritate a person viewing them. Actually to fully view the Ad, a play button is placed at the bottom of the ad itself. By including this type of interactivity built into the advertisement a viewer can make a choice to view it fully or not. Other forms of the interactive advertisements are simply when a button is clicked more information can be displayed.
Now, a further refinement of the selling or buying process can take place with an advertisement that draws the reader/viewer into the next step along the path of completing a sale. Remember, the better you can communicate your message, and understand your target customers’ needs, the more likely you are to fill those needs and complete a sale. With an interactive advertisement, a company can now share more information than would be typically shared with a single static ad. This really makes it a very powerful tool for communicating to prospects.
I suspect as readers and viewers become much more accustomed to these new Web 2.0 Ads they will gravitate toward more interaction with the online ads, and thus the advertiser will have higher, and more qualified click through rates. This will likely be good for both the Internet Surfer as well as the Internet Advertiser. The Surfer will certainly be more trusting of a company if they can find out more information along the pathway from prospect to customer.