Spoiler Alert! I’m about to show you the Number One Sandwich in New York according to NY Magazine’s Grub Street blog. Normally, you’d have to click through all of their 101 Best Sandwiches in New York slideshow to learn what bread/stuff/bread combo grabbed the coveted spot, but here I’m gonna give it to you right off the bat. If you don’t want to know, leave now. I’ll give you ten lines worth of space to decide. Ready?
Ten…
Nine…
Eight…
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Five…
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Three…
Two…
One! Out of time. Here it is, in all it’s glory:
That, my friends, is the Smoked Brisket Sandwich from Williamsburg’s own Fatty ‘Cue (as a resident of the county of Kings, I must note: Brooklyn with the win). Looks very tasty.
But what’s with the Top Chef ads surrounding it? Those are there for a reason: To illustrate the fantastic opportunity that advertisers are missing with online slideshows.
Right before the writing of this post, I viewed the entire 101 page slideshow. And I saw that Top Chef ad 101 times. That exact same ad. 101 times. Even if an advertiser is looking to boost general awareness, that’s just overkill. By the end of the slideshow, the user is going to be either completely inured to the ads or completely annoyed by them. But it doesn’t have to be this way.
Online slideshows present a unique opportunity for smart advertiser to match the content of their advertisements with the editorial content in which it appears. In this case, that editorial is a straightforward and linear progression from one page to the following page, and so on. So what should the advertisers do?
Storyboard the creative! There’s a fantastic chance here for a brand to tell a story and be relatively sure that the user is going to click through from one piece to the next. Instead of having those Top Chefs ads display the same few frames of Flash on every page, why not try breaking it down into a multi-part execution? The user is already hooked into the slideshow content, so here’s the chance to hook him or her into the advertising as well.
Advertising doesn’t exist in a vacuum, and slideshows and countdowns are a rare instance in which online user behavior is relatively predictable (in the simple, non-algorithmic sense): Users will likely click through from slide to slide. Brands should recognize this, create a user experience that spans multiple pages, and be happy that they can take advantage of the unique opportunity a slideshow format affords.
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Great post.Thanks a lot.
The one thing that struck me from that photo…how the onion was strategically placed on the precipice of the sandwich lodged between two cilantro stems. I can imagine the artist going back and forth about whether or not the onion should be as pronounced as it is or if it should play a lesser role.
That aside, if you look again closely, you’ll note that the onion takes on the appearance of pink pouty downward sloped lips, which then gives the sandwich a face of its own. One that is mindlessly chewing on a plant that was plucked from the side of a country road. Well I see it, anyway.
New toy for Hasbro: Mr. Sandwich Head. Or in this case, Ms. Sandwich Head.