Hasta La Creative!

Brace yourselves for a new wave of modern interactive advertising in the coming months. Advertising, a key tool in helping marketing tactics prosper and become effective, is sure to take a different route as far as implementation is concerned. Among the wildly heard spread on advertising has something to do with interactive advertising, something we are seeing these day.

Technically, you have to give technology credit. Text messaging and website interface used in modern ads have made it all possible. With this advent, better market analysis and understanding consumer buying behavior can now be made possible. Responses in the form or text and website inputs are sure to likewise gauge if current advertising tactics are effective or not.

Buyers and sellers cite several reasons for the upswing in DRTV advertising, including cost, measurability, accountability and higher engagement. They also note the growing number of response platforms beyond the traditional 1-800 number call center, including various Web destinations and mobile sites.

DRTV rates are on average about half the cost of traditional spots, buyers say. One trade-off: no audience guarantees. Also, sellers can preempt DR spots without notice if they get a better deal for the time.

“We look at DR as an indicator of demand levels for general market activity,” said Rino Scanzoni, chief investment officer at WPP’s GroupM. “There is an inverse relationship and there is some weakness clearly in the general TV marketplace.” He said that a lot of the recent DR surge is “branded activity, clients buying it purely for tonnage.”

(Source) AdWeek