Razorfish Plans Social Ads for Mainstream Media

Avenue A | Razorfish and Pluck plan to combine their experience in technology, and digital and social media to develop what they hope are more engaging banner ads. Code-named AdLife, the social ad unit is expected to become available later this year.

“Within the social realm, banners don’t always work as effectively as we want them to,” said Shiv Singh, VP and global media lead at Avenue A | Razorfish. “What if we have consumers influencing each other… reaching in an ad unit, participating in the conversation? Because customers and consumers are more influenced by eachother, it makes it intuitive, insight-driven.”

AdLife units will be standard IAB banner units with areas where Web users can input their own comments and media. The ad unit may call for text, such as a product recommendation or mini-review. Depending on the execution the ad could allow users to upload photos, video, provide opinions, or rate other content.

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