The Organic Marketer


Latest Banner Ad Rage: Companion Ads

Posted in Innovative Strategies,Online Media by Jim Tome on September 9, 2008
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The creativity of the current Apple campaign is undeniable.

The creativity of the current Apple campaign is undeniable. They only get better online when two ads interact in what is called companion ads.

If you spend any time online at news web sites, you may have noticed one of the newest types of online advertisements, the “companion” ad. Typically, a banner or masthead banner ad will interact with or even communicate to another ad on the web page, mainly those tall skinny ones you find on the side of the page, called skyscrapers.

Just today, I was over at CNN.com (where you see a lot of these) and noticed a pair of new companion ads from those masters of interactive and innovative advertising, Apple. This ad was a new one in the apparently never-ending banter between the “Mac” (actor Justin Long) and the “PC” (comedian John Hodgman), where the Mac calls down from the top of the web page to the PC who is down to the right side.

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Apple’s Location-Based Content Patent: One Step From “Minority Report?”

 

Imagine your favorite cup of coffee waiting for you as walk in the door -- location-based services allow your relative location to be detected and your phone to serve as the interface.

Imagine your favorite cup of coffee waiting for you as walk in the door -- location-based services allow your relative location to be detected and your phone to serve as the interface.

The Apple universe was abuzz in a minor way mid to late last week with news of patent that was published in December 2007, but now somehow arrived on the radar of the Apple/iPhone faithful. One of the best examples can be found at popular rumor site, MacRumors.com (see story here), complete with a mockup of an application from Starbucks that can be used to order your favorite coffee beverage without ever interacting with one of their staff!

The gist of this patent is that sometime in the future, your iPhone will be able to detect when it is within range of a special application server and that same server will be able to interact with your iPhone. In the example given, you can custom-order (and, presumably, pay for) that latte just the way you like it without going to the ordering counter. Your order is taken and processed via the special server and your order is announced for pick-up a few minutes later.

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Ready for mobile marketing? Here’s an interesting dilemma

Posted in Mobile Marketing by Jim Tome on March 18, 2008
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For all of you thinking you’re barely able to get your hands around web-based marketing, the news out of the Apple camp — producer of the I-have-to-have-one-now iPhone — is that they’ve recently found themselves behind the eight ball when it comes to working with people and companies who want to produce software (read: custom applications) for their new creation. With over 100,000 requests to download the instruction manual on how to play nice with the iPhone, Apple clearly underestimated other’s people’s vision for what the sleek black and silver device is capable of.

What does this mean to you, Mr. Marketer?

Well, Apple predicts an additional 10,000,000 (yes, seven zeros) phones to be sold this year, topping out at about 12 to 13 million happy little sets of fingers tapping away. Think how your business could market to consumers who basically eat and sleep with these things just a few inches away and the possibilities are endless (or, at least, mesmerizing).