April 27, 2010

The Age of Hyperactivity

It doesn’t seem that long ago when we would go along to a client to try and sell them on the idea that customers can now interact with them thanks to this amazing new thing called the internet (it was even spelled with a capital I in those days). Fast-forward 10 years and now brands are faced with a new challenge. Interactivity is a given but now customers have been sucked into the new phenomenon of Hyperactivity. With so many possible online distractions, not to mention all the other connected devices they might own, just getting their attention to interact with them is a huge challenge.

What are the signs of someone suffering from this new Hyperactivity? If you look at the definitions of the traditional form there is a definite parallel.

“Sufferers are often distracted and exhibit impulsive behavior that include: inattention, hyperactivity and impulsiveness. They have a high difficulty maintaining attention have a difficult time sticking with one activity and cannot focus”

If you’ve made it this far then there is hope for you. You haven’t succumbed just yet. But let’s look at the symptoms. If you suffer from some of these then you’ve probably moved from Interactivity to Hyperactivity too:

Sufferers have difficulty following directions, processing information and completing tasks.

So you’ve spent money on an interaction designer and usability expert to create the best user experience. It seems totally logical how people should navigate your site. Will they follow your flow? Can they easily be guided through the simple steps needed to engage with your brand? Will they hell? Check out IOGraph which tracks mouse movement. Test a few people on your well-designed website and see where they go. Then pour yourself a stiff drink.

Daydreaming and boredom are common. This boredom can lead to hyperactive behaviors like constant talking.

Twitter, text messaging, Skyping, MSNing… How many of these have you done today? How many of these conversations have had a brand name dropped in there? Buzz marketing is tapping into the hyperactive talkers to make sure they get maximum exposure for minimum cost. The new campaign for Pringles even makes fun of these over-sharers and encourages them to share something worthwhile – like a potato chip for example?

Those who are impulsive have difficulty sitting still.

How much time do people spend on websites? According to Nielsen, in March 2009 it was 56 seconds. Less than one minute to watch your loading animation, click through your site, read your copy, and experience your content. That’s about the attention span of a goat. Hard to really convince someone to buy your product… but then again it is longer than a TVC.

Waiting is torture for the hyperactive.

No download speed is enough for these people who want everything now. How many people were happy to watch the unfinished version of the Wolverine movie just because they couldn’t wait to see it at the movies? Someone who knows how to manipulate the Hyperactive is Steve Jobs. He will announce a product like the iPad then force people to wait 3 months to get one. Then as soon as they have one in their hands these attention-deficient victims are waiting for the next generation model.

Does this all sound familiar? In the space of one day have you tweeted, updated your profile, uploaded your photo to make yourself beatbox (here’s mine), downloaded music or film, chatted, emailed, bought online, played a game, Googled, shared something viral, blogged and left a website within 56 seconds? You’re now officially Hyperactive.

April 23, 2010

Week of Tweets #11

It’s time to take a walk down memory lane again and see what’s been most interesting in my Twitter feed in the past week (more like 3 weeks).

Here they come… RT @BBHLabs: Introducing BBH’s Very First iPad App, for Cadillac – a new @BBHLabs post:http://j.mp/a5EwHr

  • Only a few weeks old now and the iPad continues to get a lot of attention. This is one of the first commercial apps for the device – a partnership between Cadillac and Cool Hunting.

Just can’t get enough? RT @inspiredmag: 5 Things Depeche Mode Can Teach You About Effective Online Marketinghttp://bit.ly/bwf1Bm

  • Someone challenged Brian Clark of Copyblogger if he could write an article about online marketing using a pop-music-analogy,featuring Depeche Mode songs. The result is very clever.

Great collection… RT @loopdiloop: 30 Inspirational TED Talks on Design and Creativity http://ow.ly/1vuXg

  • It’s great when someone puts together pages like these that gather together a collection of inspiring videos. Below is the one from novelist Amy Tan.

Don’t wait for permission – RT @loopdiloop: The Delicate Art of Unauthorized Innovation http://ow.ly/1whuD

  • If you’re on Twitter then it is definitely worth following Loopdiloop who always finds great articles… like this one.

Cool… RT @100ftzombie: Iron Man 2: Interactive Trailer!http://is.gd/bq6Xf Get inside this “Iron Man 2” trailer like

  • Forget your traditional movie trailer in a banner – this example shows how far you can take the format…

Great read. RT @inspiredmag: Change, digital transformation and social media: notes from Boulder Digital Workshttp://bit.ly/as1gSQ

  • It’s great when you can feel part of amazing events around the world without even attending. But secretly I’d rather be there 🙁

Very cool! RT @baptistelimb: The Future Happens Now! When Coca Cola meets hollographic illusion: http://bit.ly/cyGqXG

  • I love it when digital and physical come together. Seen something similar at the Samsung boutique here in Amsterdam. But this is cooler.

and finally…

I’ll be there… RT @adland: Augmented Reality Flash mob in Amsterdam Saturday the 24th – join in.http://adland.tv/node/149972 via @Dabitch

  • Will have to find a way to convince my wife to come and see this happening but I hope to witness this first hand. Damn, just remembered that Layar does not work on iPhone 3G – just 3GS. Oh well, I’ll be going along anyway.
April 20, 2010

Great digital creative

At the recent AdAge Digital conference, Ashley Ringrose (one of my ex-colleagues from Sydney), did a great presentation about how to develop great creative online display ads. As reported in AdAge, the “co-founder of Soap Creative and curator of Bannerblog, had a few ideas. Among them: A truly interactive ad must have an interactive idea. That, and it should be useful, not annoying, to consumers”.

Below is his presentation of six rules for making great web ads. You’ll find lots of examples of great work from the likes of Crispin Porter & Bogusky for VW, Bridge Worldwide for Pringles, Glue UK for Coke Zero and Grand Union for the U.K.’s National Health Service. Click on the banners to see them live. Inspiring stuff Ashley!

….

April 19, 2010

Briefs in a post-digital age

Gareth Kay gave this presentation at the recent Making Digital Work even organised by Boulder Digital Works. He looks at how the agency brief has not changed even though the digital revolution has made the old brief very narrow minded. You can also see the presentation streamed here.

View more presentations from garethk.

Layar at MIPTV

The annual MIPTV event just wrapped up in Cannes. It brings together media and advertising professionals along with people from the entertainment industry. Head over to the MIPTV blog for interviews, videos and more. Below is a presentation from Layar showing how mobile is bringing entertainment to people wherever they are and merging reality with virtual content.
Seems that there are still quite a few people stuck there because of the volcano. Poor them!
April 12, 2010

Smarter billboards

Great concept for IBM featuring interactive billboards that adapt to the colour you are wearing.

Color Sensitive Interactive Billboard from milton cj on Vimeo.

April 8, 2010

The beauty of data

682_big02There are many people taking data and transforming it into amazing visualisations. Visual Complexity is a site that gathers together some of the best projects from around the world.

As they say on their site, their main goal is “to leverage a critical understanding of different visualization methods, across a series of disciplines, as diverse as Biology, Social Networks or the World Wide Web”. Take a look here.