Reports of nausea caused by some of Apple iOS 7's 3D-like visual effects should remind the industry that it sits at the "intersection of computer science and art, where data and design merge to persuade and inform," writes Tessa Wegert. Google's early Website Optimizer and Yahoo's SmartAds have been subjected to multivariate testing routines, brands such as Heineken have incorporated field-of-view physics into smartphone ads, and Blogads' use of the parallax effect on iOS7 "expands the brand's usable ad space and draws further attention to the ad without feeling overly intrusive," Wegert writes.

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