Another interesting story came through PRWeb’s social media feed today on a joint-venture between Avenue A | Razorfish and Pluck Corp.  Apparently they have signed an agreement to “develop and market the industry’s first offering to inject social media features like customer comments and user-generated content into mainstream digital advertisements.”  The social advertising service will be called AdLife.

According to Shiv Singh from Avenue A, “It’s clear that consumers want a stronger voice in the conversation with the marketer.  When developed, AdLife will enable consumer participation and social influence inside the billions of impressions received by traditional digital ad units like banner ads.”

I would think that Pluck will be enabling banner ads with the same types of interactive features they have integrated into Web sites like the Post, Economist and Wall Street Journal - comments, social bookmark links, etc. (incidentally the same types of features we have on PRWeb news releases).

The gamble is on whether these are going to fly on banner ads.  How is this going to look?  Is there going to be an ad with ’share this ad’ or ‘leave a comment’ on this ad?  Will anyone do that?

To speak to Singh’s point, do customers want a stronger voice in the conversation with the marketer?

I guess there is only one way to find out and I tip my hat to Avenue A | Razorfish for having the moxy to take a stab at this.

• Read the official news announcement on PRWeb.