I stumbled across this book at a Viennese store specializing in book blow-out sales. As I was planning an advertising campaign at that time, I purchased it…expecting to find all kinds of cool stuff. But could it stack up?
First of all: this book covers dynamic campaigns implemented with Flash. This means that the included images alone don’t tell the full story – you have to read the book and look at the included DVD on a PC in order to fully grasp a campaign.
Advertising OnLine divides its campaigns by their subject matter: the chapters cover Food&Beverage, Media, Service&Retailer, Technology&Games, Transport and Miscellaneous ads. Each ad campaign is given one to three pages worth of photos and a badly-written description text (which comes in three languages:). While some campaigns are straightforward or boring, some of the ideas really made me think. For example, did you ever think about using an IM bot as advertising tool?
Mobile computing freaks will be happy to hear that the book covers various advertising campaigns for phones: Nokia, Motorola and the now-defunct Siemens Mobile are all in the mix.
The aforementioned chapters are divided by interviews with various creatives: as the book was written in 2005, these serve more as amusing reading than as insight.
Like with most photo books, the paper quality is insanely high. The entire book is printed on semi-glossy paper, which makes the pictures look lovely. Unfortunately, the text is very unclear and full of grammatical errors…I often read all three (English, German, French) versions of the text in order to grasp its meaning.
In the end, people expecting to learn about making the most of a small ad space will be gravely disappointed with the book. It instead looks at what future technologies like ShockWave and Flash can achieve (or will be able to achieve in the future) compared to classic GIF banners. If you ever wondered why banner designers use flash, like picture books and have 26$ and some time to spare, hit this Amazon link…