Rich media took center stage at the ePharma Summit as a panel of online creative directors chatted about what new types of online advertising technology work best. Some of their examples:
- A Nuvaring ad with a drop-down menu that allows the user to print a coupon.
- A Nasonex ad with a Flash Media graphic that expands to reveal a voucher form for users to easily fill out their information and submit.
- An Accenture video ad starring Tiger Woods that allows the user to download a voucher without leaving the page.
Test constantly The panel hammered home that Web 2.0 is in constant flux, and messaging must be changed frequently. Testing must be done again and again in the interactive space: Something as simple as swapping out a video can drastically change interaction rates.
“This conference has said a lot about what needs to be done, but not how,” said Bryan Gaffin of G2 Direct & Digital (on right, pictured with Heartbeat Digital’s James Talerico). “We can only come to the table with great ideasâ€”we need brand managers on the other side fighting to get the work done.”
Part of the battle is to get senior managers to trust the unfamiliar and sometimes counterintuitive ways of today’s interactive media. “If I look at the site and the first thing that it tells me is that it is a pharma site, that makes me sad,” said James Talerico of Heartbeat Digital. “We need to work with clients to be courageous. But at the tail end, it has to bring the message to the market, using the media in a unique way.”