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: Sarah Novotny is the Sr. Editor in Charge of Adotas. Sarah grew up in San Jose, California. Her educational and professional career have taken her to both Los Angeles and New York City where she received a B.F.A. from NYU. As a writer, Sarah has free-lanced for various publications focusing primarily on traditional advertising and media reviews. When not writing and editing for Adotas, Sarah is continuing her acting career in various theatrical and film/television productions.

EyeWonder’s John Vincent: Rich Media Pioneer

Written on: May 30th 2008
Author: by Editor |
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ADOTAS: Where do you see interactive advertising going? Do you see display dying and video and mobile taking over?

JOHN VINCENT: Interactive advertising will keep getting more interactive. Just like in the early days of the Internet, the technology to deliver more compelling experiences on various devices will advance rapidly. Some devices are inherently more accommodating for increased interactivity, while others may take a bit more time, but the bottom line here is that interactivity is important because it is completely measurable. It lets advertisers and agencies know just how many people are spending time with the brand via the ad, and just how much time they are spending.

Non-video display advertising will never die, because not every advertiser has video at their disposal for every campaign. Plus, there are many other interactive ad options that can be used in place of (or in addition to) video ad campaigns: EyeWonder offers features like Interactive Games, Downloads, Photo Galleries, Dynamic Data, Polling and more. Wireless, mobile and IPTV advertising will also continue to increase as audiences spend more time on these devices.

ADOTAS: Where do you see this new category taking rich media?

JOHN VINCENT: Think about the new and emerging outlets for digital advertising – they are well beyond rich media’s online purview. Interactive Digital Advertising opens up the “sphere of influence” and includes all the new places where audiences are shifting to consume media. This includes, but is not limited to, today’s in-page rich media, In-Stream, In-Game, HD interactive video, IPTV, interactive kiosks and mobile advertising platforms, as well as the new digital platforms devices and operating systems yet to be created.

ADOTAS: What sets you apart from your competitors?

JOHN VINCENT: There are a few things. One is the fact that we consistently outperform our competitors. New research from Dynamic Logic shows that EyeWonder-powered campaigns once again outperform those from DoubleClick, PointRoll and Eyeblaster in the majority of key brand metrics, increasing aided brand awareness, message association and brand favorability. Why is this? The answer is two-fold. First of all, unlike many of our competitors’ platforms, we don’t have constraining templates that you have to build your ads into. At EyeWonder it’s just the opposite. We encourage our creative agency clients to push the envelope, because when they do, they get campaigns that tend to deliver stronger results. The second part is that our technology supports the widest reach of end-user Flash, browser, and operating system combinations. Many of our competitors don’t even attempt to support rich media or video ads on Macs, and therefore are short-changing advertisers by leaving more and more audiences with a static or failover creative, instead of the full-blown interactive ad that their PC audiences are receiving. The bottom line: EyeWonder enables richer media to go in to the creative on the front end, and enables that richer creative to actually display and work for more users on the audiences’ end. This will become even more important as we bring Interactive Digital Advertising to even more venues and devices.

Here’s another thing that sets us apart from our competitors. In this fairly fickle industry, we have a host of clients that are actually willing – and in some cases clamoring – to get on camera and talk about how much they love EyeWonder! Last year we built our award-winning video ad campaign around it, and we’re very fortunate to be in this position. Many of our competitors wish they had our kind of customer loyalty, and I attribute that mainly to the service they get from our great people here. It’s incredible to be a part of such a great team – we’re very lucky!

ADOTAS: Lastly, you’ve said that open access to data is a critical component to digital advertising’s success – and you’ve criticized the “black box” model that Google and Microsoft use as ultimately bad for brand differentiation and competition. How does your model boost efficiency and deliver better ROI than the “black box” model?

JOHN VINCENT: Digital advertising isn’t just about crunching the numbers purely from a media standpoint. Many of the larger ad and search networks fail to see that brand advertising is as much (or more) about creativity and interactivity. While their way of thinking may on the surface appear to create more efficient media buys, it lessens opportunities for brand differentiation and ultimately limits potential for the future. Open and shared access to data between advertisers, agencies and content owners allows for more effective advertising in the long haul, whereas the “black box” model stunts creativity by placing all data and decisions in the hands of the publisher. Over time, this “commoditization” will result in a battle of who is willing to pay more for better results – effectively hobbling overall advertiser efficiency and limiting a brand’s ability to compete. Media efficiency always falls a distant second to creative strength when it comes to branding and ROI. Consumers want and demand uniqueness from a brand. Creativity is the key to that uniqueness.

EyeWonder is uniquely positioned to deliver on the promise of Interactive Digital Advertising for all stake holders in the “eco-system”. EyeWonder has a strong legacy of technology innovation and leadership dating back to 1999. That, combined with our uniquely independent and unbiased position as an agent for all advertisers, agencies and publishers, enables us to bring to bear the right technology, services and partners at the right times to ultimately ensure the strongest results for all stakeholders. This is what is going to keep EyeWonder at the forefront of Interactive Digital Advertising.

Reader Comments.

Dude,

Did this JOhn Vincent oay you to write him press release?
lame journalism!

Posted by Zeke | 8:01 pm on May 31, 2008.

New research from Dynamic Logic shows that EyeWonder-powered campaigns once again outperform those from DoubleClick, PointRoll and Eyeblaster in the majority of key brand metrics, increasing aided brand awareness, message association and brand favorability.

Is this a joke?

First, I question the veracity of the above, how were the campaigns chosen, what were the metrics, was there a control?

Second, doesn’t the creative and media strategies have something to do with how campaigns performed?