Rovion's InPerson Technology: Changing the Face of Online Advertising
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Case Details:
Case Code : MKTG165
Case Length : 16 Pages
Period : 2005-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Rovion, Inc.
Industry : Information Technology
Countries : Europe, USA
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Truly 'Out-Of-The-Box' Contd...
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At a time when many online ads risked annoying visitors to a website with the
usual online ad formats and had very low click-through rates9
(CTR), InPerson ads were much more engaging and also had decent CTRs. The
"out-of-the-box" experience provided by Rovion was clearly different from the
conventional online ads.
"People who see things in a box see it to be not real, to be TV. When you look
at… a spokesperson appearing on top of all the other content on the page seeming
to be a layer closer to you, it brings the third dimension to the internet,"10
said Ostroff.
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InPerson was a revolutionary technology in online advertising. In providing a
differentiated product to its clients, it had gained customers across
various industries. In mid-2006, two of the largest online ad networks in
the industry, Advertising.com, Inc.11
(Advertising.com) and BurstMedia12,
approved Rovion's InPerson format, which paved the way for use of the format
by many more companies.
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However, some analysts felt that the ads supported by
InPerson were intrusive and would come to be seen as irritating once
their novelty wore off. As the technology was being licensed out to a
large number of clients, they felt that it could lead to overexposure.
But by and large, experts felt that Rovion had done a good job in
developing a new technology and had opened up a number of opportunities
for online advertisers.
They opined that it would be the advertisers' job to use it in an
engaging rather than an annoying way. |
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