I've always felt interactive advertising is a complete waste of everyone's time. Total crap. Nobody goes online looking for webisodes, microsites or stupid games to play on a company's site. And I don't buy the argument that advertising geared towards a captive audience (TV, print and outdoor) is dead either. This is where ads work best. Advertising is not an active pursuit. I don't wake up in the morning and start up my computer to go in search of the latest viral or social media exercise. The message should come to me. I shouldn't have to go looking for it buried somewhere online. Advertising is best served to a passive viewer. See above for a slam dunk that could not have happened online. (Santa Monica BMW responds to a wussy billboard posted by Audi) Not that an online presence is bad. Where would we be without the glory of websites? But people need to realize online is just another media placement. Like a building wrap, bus side or a coffee cup. Online advertising is not the second coming. It should be used as a reinforcement to traditional media. How does one do this? Think of traditional and online advertising working together as if they were part of a print ad - wherein TV and print work as the headline and visual while a website works as the copy so you can learn more about a product or service. However, all of this is moot if agencies and clients don't get back to doing kick-ass, inspirational work like we all did in the 80s and 90s. Shoot it and they will watch.
And for what it's worth, I'm not the only one who feels interactive is an overpromise. You can read more here.
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