Ad Muse - Interactive Advertising with ZIM JavaScript Canvas Framework components - zimjs.com

Dr. Abstract explains interactive logos for the HTML Canvas with JavaScript, CreateJS and ZIMjs interactive media framework

Digital advertising has surpassed traditional media buys. ZIM provides easy interaction and animation and can often be distilled to 40k to keep ad sizes low. See MORE for ideas and tips...

History

In 1996, Inventor Dan Zen searched "Interactive Advertising" on the WebCrawler search engine (the Google of the day). The phrase did not exist - he should have bought the domain! He had just built ADMUSEMENTS - a site of interactive ads.

Here is a description by Dan Zen from 1996. Note, that this was before DELL sold computers online!

Admusements

An Interactive Advertising component for an Entertainment module

Admusements is a site of games and puzzles designed to promote advertisers' logos or products.  This creates a unique situation where the ads become the focus of the site.  Conventionally, the number of ads on a site is limitted.  Here, more ads attract more people which attract more ads, etc.

Admusements offers high quality advertising by enticing people to spend more time with the advertiser's product and get to know the product by playing the game.  For example, on the prototype site there is a "Dial-a-Dell" game where you see how fast you can click Dell Computer's phone number.  The slogan reads, "See how fast you can dial Dell 1-800-213-3355 ... and that's how fast you can get a great computer."

The Dell game accomplishes three important things.  One: it explains Dell's business that you can get a computer by simply calling them - no computer shop markups.  Two: thousands of people will remember Dell's number. Three: they associate Dell with having fun and being innovative in their marketing.

The admusement may be created specifically for a product.  An example is the Dial-a-Dell game.  Or the admusement could be a modification of an existing game, for instance, instead of BINGO use DRAINO.  Finally a traditional game may simply be sponsored: "The Chapter's Bookstore Crossword Puzzle."

The site will promote the advancement of technology by using Shockwave.  Millions of people already use the Shockwave plugin for Navigator, AOL, and Internet Explorer.  On the site is a link to download the plugin.  The chance to play games and puzzles based of famous products will certainly be an incentive to install Shockwave.  The size of the admusements are small.  The Dell game is less than 5K.

The interactivity that Shockwave brings to the web is incredible and far ahead of standard HTML pages.  Imagine the Pizza-Pizza game where you have a round table with a checkered tablecloth.  The object of the game is to cover the table with 8 pizzas, each having the Pizza-Pizza logo.  You get to place a pizza on the table but once you put it down, it cannot be moved.  This is a modification of the old fair game where you try and cover a large disk by dropping smaller ones on it.  It is not easy and the player has the added delight of dragging things around on a usually static HTML page.  Shockwave also handles streaming audio so we could have a "Name that Classical Tune" sponsored by Warner Music.

Ideally, an admusement will live on the strength of its initial design, so little maintenance will provide endless amusement and income.  We can consider admusements that require upkeep like a crossword puzzle but they may not be necessary.  Contests can be used to help draw people to the site and fuel excitement but these also should not be required.  If the admusement is good, the advertiser's brand will be as popular as Tic-Tac-Toe.

Interactive features (eventually called mini-sites) have been an excellent way to let the viewer engage with the product or service. They have lost their lustre with the downfall of Flash but now ZIM offers an efficient way to create wonderful experiences with the open-source Canvas.

Creation and Consumption

There is always a battle between creation and consumption. Traditionally, advertising is one way (consumption). There is risk to let the people talk back and create. We must remember the advantages of interactive engagement and empowerment. Here are some thoughts on why we might use ZIM and tip that balance back towards creativity.

Time - more time with the brand is usually good
Trust - let's treat adults like adults!
Community - build a following
Experience - give users experiences
Wonder - there are really cool interactives!
Learning - engagement leads to learning
Fun - hey... we love those endorphins!

BOTTOM LINE

The Canvas is young. Tooling has been missing to be able to create the types of features we made in Flash. This all changes with ZIM - please watch Why ZIM.

ZIM has added conveniences, components and controls
These are very customizable and mobile friendly
They surpass the options available in Flash
The code is industry standard JavaScript
Years of honing interactive media has made ZIM simple to code
This leads to less build time and more opportunities
Make interactive ads and features better and faster!

Here are ZIM interactive promos!

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A Rollover Banner for ZIM Particle Emitter

VR Interactive Mini-site with Scroll Parallax

VR Interactive Mini-site with Scroll Parallax

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