The Web’s Next Creative Breakthrough
ADOTAS EXCLUSIVE – It’s no secret that over the past several years the world of advertising has seen a significant move toward interactive and has experienced a tremendous boost in creativity. As a result, most advertisers are moving a lot of their spending from television and print to online, while others are cutting straight to digital altogether. It’s estimated by eMarketer that digital advertising will exceed print by 2012.
Despite this rapid shift to advertising in what is today a copy-heavy online environment, the world we live in remains profoundly visual. We’re spending more time in front of screens than ever before and our interaction with them is evolving as better, simpler technologies are introduced. We’re no longer programmed to read the fine print, but instead scan, search and sort – often depending on visuals as sign posts to help us on our journey through a virtual world.
The role of creativity and visual media online is the focus of a recent research report from Corbis entitled “The Art of Winning Online.” It reveals that while images play a role in online design today, creativity and the use of visual media – from pictures, to video, flash and animation – remain in their adolescence on the Web.
However, the rise of video online over the last couple years has resulted in a creative explosion that is only just beginning. A survey of creative professionals conducted exclusively for our report reveals that while 40% of survey respondents say video is important to online advertising today, that more than doubles to 82% of respondents who say it will be important to online advertising in five years.
As broadband adoption accelerates around the globe, brands are exploring how to harness all types of visual media to create a more compelling and vibrant online experience. Those who succeed in understanding how to leverage the next stage of visual media online may very well define the coming era in advertising. However, there are a lot of issues to consider as we evolve to a more creative Web.
Win over Your Audience, and the Simpler the Better too.
It’s clear that imagery can cut through the clutter and make an impact, but consumers are reporting that they feel increasingly bombarded by chaotic visual messaging. Consumers are craving to keep it simple and find clarity. Successful visual media selections in graphic and web design must consider how to standout.
Engage Users and Make it Personal!
Advertisers are also recognizing that they must rapidly adjust to a world that is evolving from a “push” to a “pull” landscape. Since the advent of modern day advertising, marketers have used one-way mass communication and imprecise customer segmentation to deliver their message. The Internet has, for the first time, made it possible to have precise targeting and personalization, and consumers are increasingly expecting that advertisers not just communicate, but attract and engage them with tailored and highly relevant content.
Have Courage and Open Up to New Channels.
New technologies and more bandwidth means that creatives can finally develop multi-media environments online with music, video, animation and flash. Creative ideas are no longer tethered to the constraints of traditional media and design. The explosion of user-generated video online over the past two years is testament to the power of content on the Web. Future waves of innovation will continue to upend conventional notions of advertising and design in the years to come.
Change the Game. Visual Search is the Future.
Visual media may also play a starring role in search engine marketing’s next act. Innovations in search engine marketing are increasingly putting imagery center stage to improve the user experience. Google reports that its new image search is generating significantly higher click through rates than text search. More than half of the respondents to our survey think visual search will replace text-based search in the next decade.
It is clear that the use of visual media online is in its adolescence and on the verge of rapid growth. As Internet use and broadband adoption accelerates, it will unleash a new wave of creativity. The creative world is on the verge of visualizing a new Web.
Reader Comments.
agreed on the simpler the better! often people overcomplicate things
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