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Web Profile: SmartADs

Posted on 10.28.2008

First there was “banner blindness.” Now many believe that users are growing numb to AdSense and other contextual ads. And both of these models carry one fundamental flaw — the user leaves your website, perhaps never to return.

iiON is looking to provide a new way to advertise with SmartADs. These fully interactive ads provide a way for users to interact with ads on your website, keep them on the page and provide advertisers with valuable insight on their product, brand or service, not available through a simple click on a banner or contextual ad.

Essentially, a SmartAD entices the user to interact and provides a tailored experience for each user, based on their responses to questions or offers. For example, an ad for an artist’s new album is clicked and a question is asked, “Would you like to see the latest video from this artist?” Click “yes” and you get an embedded video along with a box to leave feedback, maybe some voting options and then followed by a link to purchase the album. By providing options, and personalizing the experience for the user, the advertiser gets an unprecedented look at exactly who is interacting with the ad. Far beyond an IP address, an advertiser could learn the age of a user, preferred music style, color preferences, their taste in foods — basically anything for which the ad is designed by using SmartADs fullblown analytics package. And that’s exactly what drives the model. “We saw content and digital media becoming the forefront of communications,” says Roy DiBenerdini, Founder and CEO of iiON. “We felt it was imperative to bridge that gap between research and advertising.”

SmartADs can also be designed to embed any number of variables in any content. You could collect email addresses through a banner, or place an interactive ad for the latest Chevy model in your auto shop newsletter.

To get the full effect, you need to see it for yourself. You can see demos at SmartADs microsite, You will see ads containing questionnaires. Try answering questions one way, then another to get the personalized experience.

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