The conversation in class today regarding interactive ads made me think about an article I recently read.* One of the only ways to ensure consumers are paying attention to ads is to require some sort of involvement - a game, a click, some sort of action, etc. However, it is hard to really encourage anyone on websites to participate unless the ad is truly compelling.
Audience Entertainment is a company that allows audiences in movie theaters to participate in an interactive game, usually as part of an ad. The idea is that the company provides a technology where third parties can create an ad that will be able to involve hundreds of moviegoers at one time (think moving a car from side to side). This will allow a captive audience to be excited about an experience prior to a movie and will allow advertisers to target key demographics. The technology can even expand beyond movie theaters to arenas and concert venues as well.
I find this to be a very interesting concept, especially as younger generations require ads that capture attention and ads prior to movie theaters are fairly dull (aside from the previews). I think it is a great way to allow advertisers to target customers, encourage ad interaction, and change a moviegoers experience.
*Full disclosure: My father does have some involvement in this company, which is how I first learned about the Audience Entertainment.
Source: Movie Theater Ads Becoming Interactive
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