For our class first field trip, we attended the IAB MIXX conference. It was located in Times Square at the Crowne Plaza Hotel, on the expo floor. It carried different identities for each personal company’s presentation along with different career areas in arts and advertising. From logos , to furniture, and posters, they all portray a unique look.
AOL, the Brand Company caught my eyes immediately when I walked into the conference room. What sparked my interest were the colors displayed. The theme colors were neon green and blue along with black and white stripes. It displayed a relaxing environment with two flat screens and a “wall of goodies”. What I wasn’t aware of, each treat helped lead to the brand/company that represents a person’s personality. My personality was related to
Stylelist. The product I received was a tube of lotion encased with the same theme color, black and white.
Recently behind the AOL Brand Company, in August/September 2012, the Streaming Media article discusses the latest view of the company’s image. They believe AOL blends their information with fame to gain the audiences attention. What AOL does, they make short branded commercials that either teach or inform people with a joy of entertainment. It can be how-to videos, celebrity gossip, or the world’s latest update. It also states that they frequently use online videos with advertisements to keep viewers interested.
Another well presented company is GumGum Inc. They are known to create various inimage advertising for publishers and brands. Publishers use them to keep up with their company’s image while brands use them to target a specific audience interest. What GumGum does is, take regular photographs of an ad and design interactive features on top of them. These features often lead to movie trailers that are relevant to the ad, products that can be purchased online, or reference about the company. Each visual campaign is individually madewith special effects that include detail before acknowledging its source. What’s also important, all are child friendly and only appear on appropriate images.
Recently behind GumGum Inc., in Sept 2011, the Entrepreneur article discusses how the founder, Ophir Tanz, came up with a way for publishers to make money. Advertisements on images play a major role in his company. The software used was created to assign special links and keywords to match an image for consumers to easily access marketing messages. In addition, clients are easily found this way allowing them to connect to web pages.
Overall, I enjoyed my trip to the IAB MIXX. I realized creativity can be used in various forms within business and entertainment fields. Interest is a big matter, because there are many
ways to make one image speak to clients. Displays, themes, and statistics benefitted each company due to its attraction and differentiation along with how successful they have been. These allow people to value branding and choose what’s best.