Running with the Big Dogs

iAd and Big Dogs

Online (and brand) marketers should be pretty excited about Apple's entrance into the ad business. Why?

One of the biggest obstacles online faces is the lack of a simple, powerful creative standard for online advertisements. We need a standard that is as simple as the 30-second TV spot...but at the same time is as emotionally compelling and far more engaging. We also need to engage creatives in a way that to-date we haven't really been able to do.

Apple has a history of solving exactly these types of problems. They almost always win with a formula (for products, services, etc.) which is simple, creative, standardized and consumer-centric. If they do this for the iAd (on iPhones, iPads and iPod Touch), I am certain they will soon extend it to the web...and we will all be winners.

Please, please do more with our medium

Calling all creatives...and especially creative technologists (aka technically-savvy creatives). Online needs help!

Every once-in-a-while, you see something that resets your understanding of the possible. Awhile back, one of the savvier creative technologists I know sent me a few links to "living one-sheets." Here are a few examples: Bride Wars, Marley & Me and Step Brothers.

Or, check out this video:

The "ah-ha" for me was that video isn't an ad format -- it is a creative tool. All these ads use video with the sound OFF -- and they have the potential to make a standard banner engaging: they could make you cry, laugh or just pay attention. All we need is talented creatives to put this technique to use in the service of branders. Have at it.