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Hewlett-Packard unleashes its next wave of ever-richer interactive ads for its color printers this week, with creative by Portland, Ore. shop White Horse Studios in partnership with San Francisco hotshop Goodby, Silverstein & Partners, HP’s online media agency.
“We found that the typical banner ad click-through rate has dropped to half a percent-if you’re lucky,” said Julia Mee, corporate advertising consultant for Palo Alto-based HP. “On the flip side, when we do more innovative things on the Internet, whether sponsorships or rich media, the participation rates go way up.”
Two different ads will demonstrate HP printers’ color layering process.
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