In the final panel of the day Eric Picard showed some of the technology Microsoft is working on to create new formats for better serving of ads. The goal is to use technology to provide maximum value for both advertisers and consumers of content, and the way they are doing this is with shorter ads providing viewers a choice to receive more information.
Based on their research, Microsoft believes that some of the major building blocks of next generation ads will be made up of five second spots. And they are developing ways of displaying very short form ads. Picard gave two examples:
- The “Speed bump” - As users fast-forward a five-second ad comes up showing a real-time commercial while skipping through other commercials.
- “Telescoping” - An interactive bug or lower third that when selected expands into a commercial spot or offers more information while still displaying the content being viewed.
Scott Wassmer of AKQA discussed what he called “Integrated Divergence” - Bringing a personalized story to every individual. User data will eventually be used to create customized messaging and to inform every customer of the specific brand info they want.
Rebecca Paoletti of Yahoo! stressed Integration: Most innovative advertisers are extending their online campaigns with video, social, and mobile. All campaigns should involve all mediums to be successful.
The common idea seems to be that with the greater targeting capabilities of online distribution, users will inevitably be served more relevant ads but won’t want to navigate away from the content they are viewing right away.
Gradually advertisers are accepting that a less invasive presence and allowing users more choice to interact is a smart move, and this will result in a better experience for both marketers and consumers.