Interactive E-Commerce Advertising is the New Normal

This automatic updating of banner content is a very strategic option for retailers as they can dynamically manage pricing and selection without redoing creative content. Customer annoyance is avoided by not offering outdated merchandise, and sales items can be timed to exactly mirror online or brick-and-mortar sales.

The latest ad serving technology allows interactive ads to deliver professional quality at nominal cost. Professional narration can be included in the ads to describe product details, such as a description of an automobile's luxury and standard features. Advanced platforms can pull all of this updated information in less than a second.

To provide ads that fit rapidly changing consumer desires, it’s all about expectations. The consumer wants customizable information that's attractive and clearly presented to help them quickly decide if a product holds their interest or not. The trick for advertisers will be to continue the evolution of the online ad to match these expectations through faster and even more interactive advertising vehicles.

Kirk Davis is executive vice president, marketing and account service, and co-founder of Liquidus, a video technology company that provides innovative advertising solutions on the web and TV. Kirk can be reached at (312) 589-6102.