Remember the onset of viral marketing? Office workers were shocked by the way the pages of their email looked different because of the placement of electronic ads on each available space on the webpage. Researchers found it too annoying to get a popup of a page that doesn’t have anything whatsoever to do with their work. Even phone and tablet owners were not thrilled by the ads that come up every time they use their device. And smart phone users were especially frustrated to find out that they have overused their data plan because of uncontrolled data access on the device. Users saw only one side of the coin when they experienced a heavy traffic of information on their devices, and it certainly did not represent a positive reception of the digital ads they received.
When AT&T started having an exclusive contract with iPhone, people were ecstatic to get the device but lost flavor of this scheme soon after they found out that the smart phone was way too smart for their use. The device is constantly on data usage, therefore, feeding the user with all the goodies even when the user is not using data. The supposedly smart phone did not work smartly for them. This is the reason Samsung made available a utility on their Smartphone for controlling the data usage. But the issue is not regulating the flow of data. The users should be made to understand that the creation of the device and the system is aimed at opening all ports for information to the user. This is to ensure that the user is not in any way restricted from receiving vital information that they can use to make life a lot easier.
Of course, if we are thinking of making the device smarter, the content must also be smarter, because the device is just as good as its maker. People’s perception of the usability of a site will depend on the content. If advertisers will simplify the content, people will get to understand better how they are in need of the contents they are accessing. Content need not be too flashy, they just have to touch people’s emotion and needs. That is why, old school advertising still works in certain categories and product types. Trailers that can make people laugh, cry, crave, envy, and show all other emotions that we can connect to each digital ads will continue creating waves for the devices, but these must be simplified by creating simple messages for each ad which people can relate to, so that the message itself can represent a product, even in the absence of a logo.
Categorizing each content will also help. Now that devices can be accessed directly from the screen with the use of touch screen technology, creating a lifelike platform where each store, marketplace, individual products and services can be accessed from will definitely make shopping, video streaming, services a ailment more enjoyable to the users. A lifelike landing site where every product and service is readily accessible, created in an interactive 3D environment can make each ad movie-like, thereby making the whole experience more enjoyable to the user.
It is true that this will make use of a very large storage and very fast processor for each device. Not too impossible these days, considering that developers had already created devices that use very fast processors and video accelerators, as well as very large storage and memory. That is why, whoever can make this platform will definitely be the biggest thing yet in the market. Social networks had started a wave, and they are probably a good launch pad for this project. People loved social networks; they will surely appreciate digital ads more if they see it as an actual place where everyone else is present. Now, security is already a given, each product and service company that will participate in this platform will have to make sure that people will not be at risk of getting something bad into their device for them to enjoy people’s patronage. And last, but definitely not the least, people must be able to access this marketplace freely on the onset, therefore providers must make the platform a free for viewing site, cost must only be incurred when the customers start going into each product or service portal. It will most likely become a home page where each product and service can maintain presence, whatever intricacies there are, will be a function of the device, the device in turn, will make life simpler to the user. That is what digital ad is supposed to do.