Blog Details: The Future of Ads

When the team behind the Dante’s Inferno video game hid ASCII art in the source code of many popular websites and then waited for that art to get discovered, they were taking a huge risk, but sometimes big rewards can only come to those that are willing to take equally big risks.

Gowalla, a location-based social network, and Incase, an Apple accessory manufacturer, have teamed up to create one of the first ad campaigns to live exclusively on a location-based social network.

Samsung's NOTCOT sponsorship is a great example of how a company can go beyond the banner to integrate itself into the uniqueness of a blog and speak directly to that blog’s audience through custom content. It also shows how the continued transition of ad dollars from traditional media into online media will fund new opportunities for advertisers to reach their online audience in new ways as blogs capitalize on the customizability of their medium.

Most companies would love to have people spend a few minutes of each day thinking about their brand, and many pay a lot of money for the privilege. However, paying to put your brand in front of people’s eyes and having people want to look at your brand on a daily basis are two very different things, with the former often leading to brand fatigue while the later leads to a case study and high fives around the office.

By working with companies to integrate their ads into the overall experience, Pandora is able to use their advertising format to create value for both the advertisers and the users.