HTML5, can we talk?

HTML5 promises to allow users to experience rich multimedia ads without ever leaving their browser. The question is: can HTML5 finally allow the user to talk to the advertiser? Let’s hope.

Imagine this: A user opens an ad for a product that piques their interest – BlastoClean – caffeine-laced, hot cinnamon-flavored mouthwash. They first get a well-produced video piece that educates and entertains. Then they have choices: learn more about the product in an interactive game; find out where to buy it based on their location (mobile and/or computer GPS); access a coupon to use at one of the nearby locations or… ready?… comment on the ad’s content!

“I love the video, and I love the idea of caffeine in my mouthwash, but do I have to swallow it to get the buzz?”

Miles away, a fresh-faced employee of BlastoClean gets the user’s question and replies directly through the ad, “Our studies show that the caffeine doesn’t have to be swallowed to be effective. Why not try a bottle on us. Use the coupon on the ad at Nick’s Pharmacy, which seems to be closest to where you are right now.”

Two things happen at this precise moment. 1.) Our ad-viewer is impressed with the response from the advertiser – they really care about his/her question. 2.) Our BlastoClean employee feeds the information up the chain to Product Development where a Senior Chemist smacks himself in the forehead for not realizing people don’t swallow mouthwash.

The world changed when consumers started commenting about brands, but not every brand has put more than a toe in the ocean. A few months ago a very talented brand manager told me he didn’t trust the whole commenting vortex. He didn’t want to run the risk of a loudmouthed commenter hijacking a thread about his product so he would only get negative feedback. Understandable position.

Marketing’s evolution could go in a very positive direction if the viewer can comment from within an ad so the advertiser can get real customer information.

I'm in love with the idea of running interactive ad engagements inside passionate communities where the brand can access people’s ideas about their brand. The thinking will come from the people who have the highest potential of loving the brand, and thereby influencing others to love it. Brands could get comments on an upcoming ad campaign or thoughts on their brand’s real attributes or why their competitor might hold an advantage in the consumers’ minds.

HTML5, are you open to the conversation?