INTERACTIVE AXIOM #2: The Interactive Trade Agreement

EVERY INTERACTIVE CONSTRUCT MUST PROVIDE REIMBURSEMENT OF VALUE EQUAL TO, OR IN EXCESS OF, THE USER’S SELF-APPRAISED INVESTMENT OF TIME, ATTENTION AND EFFORT OF ACTION.

All the rules of economics apply to this system- though nothing physical is exchanged. In this economic exchange the User must perceive being the inordinate beneficiary, where time, attention and action are His currency.  Whereas, promise and (not “or”) payoff of value are the currency of the Interactive content creator.

Ultimately value – and not the communication of value – is the light that attracts the moths in this system.

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HP PONG: Advertising’s Atom Smasher

In 1996, at Red Sky Interactive, in partnership with a rebellious band of talented individuals, I developed the HP PONG Banner Ad: the first interactive banner ad on the net, and the web’s first example of “rich media”.  But behind the scenes, that banner was an atom-smasher, revealing the very principles of interactive advertising- and sweeping industry changes yet to come.     Continue reading