Of course, all this interactivity is available already on the Internet, to a certain extent, but the immediate impact of such power is almost vaporized by the lack-of-power of the technology through which it is displayed on, and the lack of creativity in design. That said, how is Rod Smith himself, and VOOM Advertsing, approaching the Internet world today?
"The trick is to use the net as uncommercially as possible to achieve commercial results. Anything remotely resembling an ad in the traditional sense is jarring on the Netsurfing experience, so it's important to offer additional info to gift wrap your message. Our "fishing tips" effort is an experiment in adding a totally unrelated but informative segment to our home page. It scores highly on email responses!"
"However," adds Rod, "to build brands and sell things, the "editorial" material probably needs to be a little more related. For example, the Civic stats (Rod likes Honda Civics, I think!) could start with up to the minute stats on child restraint systems and why they're working/why they're not... then a live Civic could be clicked on, removing panels to reveal safety cage beams etc. A comparative table could compare engine size and kerb weight to 0-100kmh speeds and fuel economy (to emphasize the VTEC engine); and a series of famous/funny/controvercial quotes from F1 drivers could emphasize the hi-tech racing links. Perhaps there's also an international racing calendar featuring the main events, Hot Goss from the Honda R&D dept etc. etc."
So the actual role of the advertising agency changes from not just clever creators, but to perhaps clever creators AND information providers?
"Well you can see a patten here can't you" enquires Rod, "The 'ad' is really part of an editorial spread. I think agencies will move from simply making ads to being content providers on behalf of clients. I don't think traditional brand ads in between the "editorial" cybersilk of the Web will ever work. Banish these to the Microsoft Network, perhaps (another friendly 'Gates' genture by Rod there..).
The role of advertising agencies today thus seems to be in a state of change. It would seem that this reflects the overall community at large. The world is changing fast, we are told, and so are clients and their potential consumers. But is the market for interactive multimedia and online information in as great demand as it could or should be?
"Clients all want to be on the superhighway. None of our clients has his/her head in the sand. Internet, CD ROM, ITV - it's all sexy stuff compared to a new set of brochures. It's up to agencies to give clients the most effective on-ramp. If they don't, specialist "interactive experts" will."
But is an 'interactive CD ROM' the best way to reach a potenial audience? Do we need to combine technologies, and offer a complete package to the client?
"Perhaps an interactive TV campaign, CD ROM catalogue delivery followed by a Smart card measurement strategy would be a better spend."
Whatever the medium we use to advertise, the effectiveness of a commercial campaign centers around its overall impact. Advertising on the information superhighway is no exception. Designers and copywriters alike must become more than just designers and copywriters, and the advertising industry must recognise this and act upon it, before its' own client base disappears before them.
"These are the questions agencies are facing right now," says Rod Smith, "whether we realize it or not. It's time to act, educate ourselves and do some real jobs in these media to re-establish ourselves as strategic partners. If we don't, our role in the new cyberinformation world will be severaly reduced, if not eliminated."
And thus the power of the new 'cyberinformation world' will bring to the consumer a new kind of 'sell', neatly packaged in a 'look and discover!' environment. Wonderful video, sound and interactivity is just bursting to be let out of its plastic packet, and the consumer can't wait to buy it all.
In the meantime, we'll just sit in front of our humble PC screens and wait. And wait. And... damn, 'Error Connecting to Host'! Argggggghhhhhhh.....!!!!!!!!
This report copyright GLEN MURPHY 1995. Parts of this article,
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