Why is Apple the only major company doing exciting and sleek video ads for publishing websites? They’ve been great on the New York Times’ website (the PC vs. Mac ads), and today I just saw this ad on New York Magazine‘s site for the Shuffle.
Apple’s ads are intrusive. They take up a lot of room. Usually, for most corporate ads, this is annoying — WashingtonPost.com has these kinds of ads all the time. Yet Apple’s design team is solid. Their ads are simple and fun. They are interactive and informative — the one above introduces readers to songs by Röyksopp, The Virgins and Phoenix (though New York Magazine’s affluential audience is likely aware of these bands).
A lot of companies are using large scale online video ads creatively, most notably at Pandora. But publishing websites for newspapers and magazines are different because people come there for information and really don’t want to see ads. But that doesn’t mean the websites aren’t fertile ground for a positive viewer experience.
Apple has a good formula, and it would behoove other companies to be similarly as disciplined and innovative in their approach.