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| The potential of avatars for online advertising |
The potential of avatars for online
advertising
bizcommunity.com
By: Simone
Puterman
Popular Mechanics, which bills itself as the
voice of science and technology in South Africa, has introduced more features on
its new website, including avatars - animated characters. According to publisher
Alan Duggan, avatars "have potential for online advertising because they offer a
triple whammy: animated figure, voice message and branded
background".
The avatars - first an attractive young
woman, followed by a stern Uncle Sam (a light-hearted reference to his original
call to arms) - welcome visitors to www.popularmechanics.co.za and remind them to buy the July
issue.
Duggan told Bizcommunity.com that he intends to change avatars
often, to prevent visitors become bored with the message: "In future, I may use
them to draw attention to online competitions or especially important articles
in the magazine.
"New technology allows us to play with a variety of
characters, tweaking their background, faces, hairstyles, voices, clothes - even
their age. We've used text-to-voice coding to create the first sample, so the
speech is not quite perfect, but we're quite capable of linking the characters
to real voices. The possibilities are endless, and we have every intention of
exploiting them."
Also added to the site is a compressed version of the
magazine's television commercial, which features a patient in intensive care -
presumably a Popular Mechanics reader - who allows his curiosity to get
the better of him.
Read: The potential of avatars for online
advertising
bizcommunity.com
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