Just twenty years ago advertising was merely two-dimensional, with a slogan and a catchy picture. Nowadays, with the increase of technology, advertisers must work harder to grab the attention of consumers. Hong, Flash Developer at Magnani, says that in today’s society traditional basic “static” advertising is not enough. Say for example you’re walking on the street and you see a print ad for a shoe on a billboard.
You might think it looks cool, but so what? What happens next? The shoe company would want you to do something about it, but you have other things on your mind. You have to go to work, you have to go to school; there are so many things that get in your way from the moment you see the ad to the moment you could do something about it. Unless there is a direct link that will allow consumers to purchase or interact with the product as they look at the advertisement, people will forget.
On the other hand, Hong believes an interactive advertisement like banner ads on the Internet are effective. Interactive advertisements require less effort from the consumer to take the next step. If a consumer is on the Internet and they see an advertisement for the same shoe, they can simply click on the ad and be directed straight to the homepage of the shoe company. Once at the homepage the consumer can see what colors the shoes may come in, see what the current deals are, and then purchase it instantly. It takes less effort for the consumer to stay engaged.
Hong’s perspective on the impact of flash advertisements, compared to basic print advertising, is shared by marketers throughout the world. In countries such as Japan and Australia, advertisers are using interactive tools, such as Bluetooth technology, quick response codes, and games to make advertising a pull-medium rather than just a push-medium. Companies are allowing consumers to persuade themselves to get more involved with the brand, rather than just forcing brands onto consumers. As Hong points out, pictures may be worth a thousand words, but if you can show how a product works and get consumers engaged you can sell a product more easily.
Flash advertisements are becoming more prevalent as Adobe Flash Player content reaches over 98 percent of Internet-enabled desktops, and over 80 percent of online videos worldwide are viewed using Adobe Flash technology. However, basic print advertising should not be ignored. In fact, for some companies print can go a long way. Thus it is important to provide companies with the choice of digital and print advertising. Here at Magnani, Hong works with many designers to create the best websites and advertising that fits each client’s needs. It’s a team effort to help get each client’s product and services in the hand of the consumer.