Here’s an interesting video clip showing the potential power of iAds to create new and engaging dialogues with audiences. This time it is a combined print/iAd incarnation from giant insurance group, Axa.

As you can see, this ad directs an iPhone user to place their smartphone over an empty space on the page. Doing so prompts the iAd process to kick in, and you get to watch a little video clip which explains the static picture inside the magazine.

“This is one of the first ads of this kind that I’ve seen, where you see a real consideration of the user journey. They haven’t just added on an element to integrate with mobiles, but have actually built it into the story of the ad itself,” notes The Next Web.

This is effective advertising.

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