Tuesday, October 28, 2008

Launching a Whitepaper

We’ve been working with Launchfire, a leading interactive promotions agency, on a new series of whitepapers, and the first one was just released. The topic this time around is how to motivate consumers with interactive promotions. The premise is that the advertiser-consumer value exchange that has fueled the advertising business for the last 50 years (i.e., 22 minutes of television show wrapped around eight minutes of advertising) needs to be adapted and applied to the Internet.

Interactive promotions—advergames, contests, and other viral promotions—activate this value exchange in a dramatic way. Because of this, spending on interactive promotions is expected to overshadow online search and display advertising by 2012.

The whitepaper presents findings from a new consumer survey and draws on Launchfire’s 10 years of experience in delivering interactive promotions for leading brands. The paper is available for $0.00 on the Launchfire website, and is well worth a read if we do say so ourselves.