Not sure how new this is, but this is the first I’ve seen of it. Since I don’t know the industry term for it, I’d describe this clever new ad technique as a page-corner roll-over peel-down ad. (See ad as found on informationweek.com.)
Essentially what happens is that by placing the cursor over the upper-right turned-down page-corner an ad unfolds, in this case, an ad for AMD.
What is so clever about this technique is that although people may not actively choose to click on this ad, it doesn’t matter. It is almost inevitable that their cursor will roll-over that corner when going to close the window.
This technique amazingly creates on-screen real-estate out of nothing. Additionally, available space behind this page is unlimited and consequently doesn’t constrain the size of the ad.
It’s even quite neat how the text of the ad is reflected on the page unfolding above it.
An amazingly creative solution in my opinion!
(Furl Note: While sometimes the FURL archiving system that I use seems to capture moving ads, this particular furl link unfortunately doesn’t preserve the entire rollover action, but does show the turned down page-corner in the upper right corner. But the picture above should communicate this technique clear enough).
I’m been catching up on my Bloglines feeds, always fun to do when I can’t find anything to watch on TV. I realized, too, that so much has happened since I last checked in with some of my feeds. So, I’ll just list them like remaindered links:
- apparently Jason Kottke: got married; will not be soliciting micropatrons this year; and will begin accepting an ad on his site (note: the ad is from a group of companies that share his business philosophy of only advertising products/services that they have found to be beneficial to themselves).
- I finally found the real-life opening montage from The Simpsons on YouTube.com(thanks to the bonus link in a blog post by Ben McConnell of The Church of the Consumer blog.)
- Found some useful blogging resources at the bottom of a University of Delaware blog (thanks to a post by Toby Bloomberg of Diva Marketing Blog.)
- And finally, I’ve come across a few mentions, as well as a news post, on the “Snakes on a Plane” movie and web phenomenon. (also see post by Ben McConnell of Church of the Consumer blog.)
Social networking certainly is being embraced by marketers.
An article in today’s Online Media Daily (or see my furl archive) supports this point.
NEWS CORP.’S FAST-GROWING MYSPACE.COM IS looking to place its user-generated content into TV shows.”
The enormously popular social networking site is working on deals that, Gold said, will extend the life of a TV sponsorship for a marketer, “integrating social networking into the TV show and their traditional TV buy.” All this would expand the life of a TV deal from “30 seconds to 3 months,” he added.
Kind of vague on how this might be done, so that brings to mind the following questions:
- This user-generated content couldn’t change the script of a show, could it?
- Or, could it be some kind of commercial-like content that shortens the length of the show?
- Or, could it be kind of like what MTV or TRL does?
- Maybe it’s like those annoying bottom-of-screen tickers that come and go?
- Or, perhaps could it be something that runs during the credits, kind of like how some shows run blooper outtakes?
- Or, maybe something more contest-like which solicits comments?
- Perhaps it’s a show in itself, as in Bravo’s Viral Videos (see my blog post on 2/28/06).
Either way, it might only be a step away from Digital Product Placement (see my blog post 2/19/06 ). And, as a recent TV news report pointed out, this allows a different product to be featured throughout the life of the show, i.e., once when the show is first run; another product when it is in syndication; and then another when it goes to DVD.
No appearance royalties need to be paid. An ongoing income stream of marketing money now goes to the makers of the show. A win-win for them.
And, for us, there seems to be no escape.
According to an article in today’s Online Media Daily (free sign-up)….
MSN IS DEVELOPING A “SOCIAL search” tool, which will allow users to send questions to their social networks, or to the Web at large, and receive answers in return, an MSN spokesman confirmed Monday.
Sounds a little like a survey to me, or kind of like in “Who Wants to be a Millionaire”, where you have the option to call a friend or family member or ask the audience to vote for the most likely answer to your “million dollar” question. Also kind of similar to ask.com (formerly know as askjeeves.com…which, might I add, looks kind of naked now without Jeeves, though I like that links now open in a new window and you aren’t stuck in an Ask frame. But, I digress).
As the article points out, MSN is hoping this will help it compete with similar beta tools that Google and Yahoo! are working on. But I don’t see how adding in your “social network” is that big a deal. If you have a good social network, wouldn’t you already be able to communicate with them on your own? Maybe I’m missing something here.
I was surprised to find this Humane Society ad in my local town paper, Parsippany Life (March 29, 2006). Since local events and local school news are reported in this paper, I guess it’s a good fit that the Humane Society would place an ad against the dissecting of frogs for educational purposes. According to this ad, in New Jersey students have a choice. Thought I’d share the ad with you: 
There are a few different new marketing tactics that have caught my attention lately.
First, the Pontiac ad that doesn’t say “Go to pontiac.com” but says to google Pontiac and shows the Google screen for a good second or so.
Next is the new TLC Life Lessons Collection. You can even personalize the text and colors of these China figures and email to a friend. Or, you can even buy some of these characters from the Discovery online store for $14.95. Personally I look forward to seeing the show “Honey, We’re Killing the Kids”, to air on Monday, April 10th, 9pm EST, on The Learning Channel.
And, another new character, one that I found rather strange, is the Volkswagen GTI Mk V ’s new “Fast” character. This one definitely targets a specific audience. Must be popular enough since there are more than enough eBay listings for related decals, t-shirts, and such.
