The aim of the residency is to generate a fresh
creative space for participants at a crucial point in their career (whether they are emerging or established art professionals), to provide access to Museum personnel and resources, and for the participating artists to leave IMMA with expanded
possibilities, new
networks and in some cases even new works.
Google's Display
Network (essentially banner ads on other websites), which I have discussed in a previous column, offers interesting
possibilities to test market reaction to different advertising concepts in a real - world environment, but testing multiple
creative options means larger budgets for both the development and testing phases.