Online Advertising Doesn’t Work?
Without being a spam or virus-induced pop-up, it turns out that online advertising actually doesn’t work even if it’s to a targeted market. Most online advertising takes the form of a banner or image on a website or on the sides of social media. And yet as it turns out, this doesn’t really engage the users of the World Wide Web. But then again, this is only natural once you take a step back and pay attention to the shift in consumer views.
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Traditional advertising just doesn’t work anymore. Even the ads in a super bowl commercial doesn’t work as well as they used to. This is because the consumers pay no mind to the intrusive nature that is advertising. And this is more so due to the fact that 69% of users actually leaves websites once presented with an interruptive ad. And those who doesn’t would often have an ad-blocker ready.
Is There No Hope for Online Advertising?
Not necessarily. There are still the cause of the very misconception that makes everyone thinks that it does. It is the online advertising that actually works. And wouldn’t you know it, these ads actually take advantage of the fact that they are on the web. Enter: Interactive advertising. Featuring: Gamification and HTML5.
Interactive Advertising Gamification
We take a look at gamified advertisements in real life, they aren’t even supplemented by the creativity field of programming, and yet most of their cases works. It isn’t simply because they use points or anything, but because they give the consumer a chance to participate in something. To interact with those marketing campaigns and be engaged. Even things like a simple “Shoot the iPhone” ad or personality survey ad is proven to work better than regular traditional ads.
Most online advertising failures come from not utilizing its potential to its maximum. But HTML5 can help to change that. Game-based advertising has been something popular for a long time. But while older attempts at this uses things such as Flash, HTML5 can provide a better solution by not requiring the consumer to download third party software beforehand. Thus, more available to a wider range of potential users.
HTML5 Game-Based Ad Examples
Below are two types of examples for you to look into. One of them being third-party cases that had succeeded, and the other one is an example made by Agate you can play for yourself.
- Mazda 2 Lightrider was an online HTML5 website banner that comes in the form of a game where you play to maneuver a car. A simple game that grabbed more than 3% interaction rate whereas average automotive ads are usually 0.5%.
- Nivea Men gamified ad by Digital Land is an online HTML5 game that had claimed to have attained total engagement out of its users and introduced the product to all its audience.
- P&G Nature Man was an interactive HTML5-based live stream on Twitch where the viewers could control the action of a man living in the woods. This brought in over 2.3 Million views to the stream.
Don’t Sink (we recommend you to click the link in the new tab so you can try it for yourself) is a simple trivia game made by Agate with HTML5. This game will ask you random questions and you are to answer it by rearranging the random letters presented.
Originally this game was intended to be a supplement for e-learning and corporate training. But simple mechanics like these, once redesigned can fit and be personalized to match the intended advertising.
For example, if the questions are changed to those regarding the product and the answers are the product’s actual selling points. A simple change like that goes a long way to make the game above into a full-fledged gamified advertising. Where not only do the users become engaged in the campaign, but they also learn more about the product you are advertising in the meantime.
HTML5 and gamification can become your one solution to finally turn a profit and higher product awareness through online advertising. And if you’re interested in the idea of it, it might do you well to find out more about how HTML5 games can slowly influence the user‘s mind for their benefit.