Parallax with Purpose: ReadWrite Uses the Trend to Creatively Serve Up Ads

Formerly known as ReadWriteWeb, ReadWrite has undergone a recent facelift, adopting responsive design techniques while integrating a slew of trendy features in smart ways.

Today’s subject of interest? The use of parallax on content pages to creatively serve up ads. Simply scroll through content on the site, and the sleek web tactic randomly pulls in a substantially sized ad unit that contextually makes sense in the space, serving up branded content rather than a hard sell banner unit.

Here’s how it all unfolds:

1. Oh hey, this is a great article. I’m reading through it – good stuff – so I keep on a’reading. Wait, what’s that poking in all of a sudden? Probably just supporting visuals for the piece, right?

2. Wrong. It’s an ad! An impossible-to-close-out-or-ignore ad. So I keep on scrolling, because obviously the article is not quite over yet, and what do I come upon? More than an ad, I’ve stumbled upon an interactive unit full of content goodies from Siemens.

Clicking on each tile serves up a different content tease within the page, but actually clicking to see more pops open a new tab.

3. Wow, I actually paid attention to a digital ad – an impressive feat considering people are more likely to survive a plane crash than click a banner ad. And as you can see, it’s easy to go along my merry way, right back to the core content I originally visited.

Why I’m Curious

It’s no secret that advertisers have struggled to find ways to effectively capture the attention of internet users. With the platform originating as a sort of “safe from advertising zone,” it’s been an ongoing struggle to introduce substantial ad units without irritating users in a space where they can be highly vocal.

So upon finding this example on ReadWrite, I see a new era of digital unfolding – one where the ads are seamlessly infused into content rather than placed around it, begging to be ignored. The result? Deeper, more meaningful engagement as well as impressions that are far more valuable than when one might see a banner ad in their peripheral vision, if at all.

To see the feature in action, feel free to click around ReadWrite. It doesn’t always appear, so you may need to visit a few pages before the model filters into layout.

Here’s to progressive content. Stay curious, dear friends.

Lexus Print Ad Features Music & Headlights That Turn On and Off

From PSFK:

The new Lexus ad in this month’s Sports Illustrated magazine follows the interactive print ad trend. When readers place an iPad version of the ad beneath the print version it “comes to life” by playing music, highlighting the interior of the new Lexus 2013 ES, and spinning the wheels as if the car is in motion. Lexus created an innovative technique called ‘CinePrint’ to merge print and digital, inspired by the technology of its new model. According to Mashable, the company notes that most traditionally interactive print ads direct users away from the page but this is different:

CinePrint Technology flips that on its head, creating a tactile and visceral connection that brings one closer to the printed page with a multi-sensory experience that combines sight, sound, and touch.

The really neat thing is that this is just a new way to advertise but also fits well with the message Lexus is trying to promote:

The new ES proves what’s possible when advanced technology is elevated by style,” said Brian Smith, Lexus vice president of marketing. “This ad not only communicates that message, but literally replicates the paradigm itself, allowing us to bring an interactive layer to a traditionally static medium.”

Check out the video below to see the ad in action:

Why Am I Curious?

I am wondering if this is really innovative or if it is kind of pointless. While it is a brilliant way to bring analog and digital together, i wonder if this is a good way to get the the consumers engaged and what the impact will be. It is already hard enough to get people to read the ads in a print magazine, but for this to work, they have to read it and then follow the instructions. Nevertheless it looks really cool and it is worth exploring if there are more consumer centric applications of this technology for brands.

Inkling – Textbooks of the Future

– Jordan

Inkling is an app that allows you to download textbooks right to you iPad. However, these digital textbooks are interactive, easy to learn from, and offer thousands of  more features than your incredibly heavy textbook.

The app even has a sharing component, where you can collaborate with other students within your class wirelessly. You can share notes and even obtain notes from a previous student who might of had that very same book the semester before.

At the moment Inkling has over 50 textbooks fully digitized, but with its partnerships with leading publishers and more than 17 million dollars of funding its certain that Inkling has a good chance of changing the way students learn in the future.

Watch the intro video here

Why I’m curious:

Im very curious about the ways that this technology might come into use. For instance, a student studying music could actually listen to a piece by the composer they are learning about, deepening their retention and knowledge of the material they are learning. Also, a doctor’s fellow could bring in this app to the operating room and follow along with the procedure, learning where to make the incesion in their textbook as well as experiencing it.

I believe as these future technologies become smaller, more portable and more interactive they will fuel collaboration as well as deepn our understanding within the fields we use them.

Volvo’s QR Banner Drives to Branded Game App

-Michael

The Volvo banner featured in this post caught my eye because it actually uses a QR code in digital paid media to drive to a mobile app so that users can play a branded game. My immediate reaction was first one of skepticism, because it felt unnecessary to deliver an interactive experience in mobile, when a user is already on their computer. Digging a little deeper, it makes a bit more sense when I think about the number of mobile programs that I’ve seen clients develop without having a promotional strategy in place. The digital media / QR approach is actually quite innovative if you have a client that’s looking to promote their mobile experience for the right reasons.

Assessing the payoff:

If you’re going to invest in driving people to an app, you have to assess how much value you place on app downloads and whether they’re likely to engage with the app once versus many times. In the Volvo example, is it worth the spend when you’re getting users to download a branded app that they may use only once or twice? For branded apps that are more utility driven, and thus, used more than once and for a longer term, investing in app promotional strategy may show a much higher ROI.

Interestingly, it appears Volvo often goes for the innovation angle. Being the first to do something new has always had PR and buzz value. Further, if it’s untested, you can usually negotiate for more value-add in the media deal. The big take away here is that innovation entails more risk in advertising, but it can also spark more value, buzz and positive perception than playing it safe all the time. Obviously, the risk assessment always needs to be calculated – but can pay off in the end.