Read the press release at http://blog.cooliris.com/category/partners/
Recent articles applaud a new online ad campaign featuring Cooliris’ image viewing platform.? It takes a new way of looking at images (imagine an endless video wall that moves around and shifts angles with your cursor), and introduces ad units within the same display (as shown in this image featuring the new Infinity).
[From the Cooliris site:? Introducing the plugin that transforms your browser into a lightning fast, cinematic way to enjoy photos and videos from the Web or your desktop.]
AdAge lauds, “A Display Ad That’s Not A Banner Ad.”? (http://adage.com/digital/article?article_id=138506)
TechCrunch headlines, “More Advertising We Actually Like.” (http://www.techcrunch.com/2009/07/16/cooliris-business-model-surfaces-more-advertising-we-actually-like/).
The media firm involved said to the publishers in pitching the Cooliris platform:? “We are not banner-buyers, we are experience-builders. “? Amen to that!
But here’s the rub:? it’s a lot cooler than it is useful.? And trust me, it’s cool.? The Cooliris design is luscious.? Desirous.? And watching all the images appear, Minority Report-like, in a wide ribbon of screens that flexes and tilts at your command is captivating.
So what’s wrong with this picture?? Large volumes of content, including images, need context and organization so users can efficiently find what they seek .? This is a (very cool) presentation of a bunch of images we somewhat randomly troll in search of something we want or value.? The “fun” of skimming hundreds of videos ended for most of us on our second or third visit to YouTube, four years ago.
It reminds me of Second Life.? When it arrived it was hot.? So innovative.? A mesmerizing experience, because it was so new. But after a visit or two, we all finally asked ourselves:? “What are we really doing here?”? And then we stopped going.? It was novel, but not useful or rewarding.
So, let’s call this latest effort a sideways step in the right direction.? YES to creating more engaging and compelling online ad experiences, but NOT YET on providing an enduring vehicle.
