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Thursday, September 30, 2004

That's What I Call Creative

As reported in ClickZ, a rich media vendor named PointRoll is introducing some pretty clever features to its advertising platform:

The new features, collectively packaged under the moniker PointRoll Reminder, extend PointRoll's essential theme of doing more with the banner space by allowing rollover, clicking and typing actions within an ad's borders.

The toolset consists of three basic features. An e-mail reminder lets users opt in to receive a note about the advertised product or service within a designated time frame. A bookmark feature allows an ad recipient to add the product to his or her favorites. And a calendar download gizmo enables the importing of an event directly to Outlook's calendar. All the tools allow interaction without requiring a click-through.
This is one of those things that seem so simple and obviously beneficial, that it's a wonder why it's never been done before. As the interactive advertising medium continues to mature, it's clear that it offers so many advantages over the offline ad world, or TV-industrial complex, as Godin puts it.

If this toolset is widely adopted -- and I suspect it will -- we'll soon have even more measurable ways (as with PPC ads) to prove that interactive advertising is the superior advertising vehicle.

Posted by Cory Kleinschmidt




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