Five Star Display Ad

Here’s another great example of a display ad that looks, feels, and works like content. And let me be clear: this isn’t a way of tricking people into thinking the ad is content, which you’re starting to see examples of on Facebook and elsewhere.

No, this display ad actually is content.

All of the display ads in this set take you to last.fm/presents, original, exclusive interviews with bands like MGMT and Yellow Magic Orchestra.

So, great material to work with . . . how does last.fm drop it into a display ad to make it most effective?

First, it asks a great question: Why is music important?

Then, it shows me one of the musicians in the background, so I immediately know that there’s a real person involved.

And, finally, I’m told that if I roll over the ad, I’ll find out a little about why he (Ben Goldwasser from MGMT) thinks music is important.

lastfm_ad

The question, the image of the person, and the call to action - i.e., roll over this ad to get an answer to the question - triangulate to attract your attention, to send you all the right signals that this is worth your time.

That’s not easy to do, although it looks incredibly simple when it’s implemented, and whoever came up with the concept and designed or produced it did a great job.

Even better, the roll over is totally consistent with the initial frame. It rewards you for your attention.

The above is just a screenshot, but when you roll-over it on the last.fm page Ben Goldwasser tells you “Like, a lot of times when I was feeling down and out, music really picked me off the ground. That, that’s important.”

He’s not just saying any old thing, he’s answering the question, right?

Brilliantly, if you roll off the ad the original frame that you see above comes back . . .roll back on and the interview with Ben Goldwasser picks up right where you left it. Very nice touch, interactivity that puts you in charge.

The ad ends with some creative, colorful branding that they also show you on the last.fm/presents page. And the final frame of the ad shows you a thumbnail that you can click to see the full interview for the band in the ad, but there are also two other thumbnails with different bands, if you prefer. Message: we got lots of bands and probably your band at last.fm/presents.

This is a five star display ad. It had a second or two to get my attention, get me to volunteer my roll over, and then somehow keep me entertained and willing to interact.

Their reward - and mine - is clicking through to see the full content, which I gladly did.