June 1st, 2009
Trying to fix "broken" online advertising
Online advertising is becoming less and less effective. We are able to filter it out quite easily, even without a Firefox plug-in.
This trend has marketeers wondering how they can fix things. Stephanie Miller over at digiday:DAILY reports on a panel featuring Jon Gibs, VP, Media Analytics of Nielsen Online in which he talks about how online advertising is broken.
What consumers want online is interaction and relevant content. What advertisers must provide is quality story telling. Most do not. The fact is that a banner ad is not an effective opportunity for storytelling. However, online video, social networks, blog comment forums, reader ratings, polls and product reviews are interactive. These interactions across subscribers tell stories. That is what is missing from online advertising. Jon believes that we have the power to correct that and create meaningful opportunities for readers and advertisers.
I want to interact with meaningful content. I very sure I don’t want to interact with advertising. It’s like those annoying ads that march across the face of a web page. I’ll interact with them to close them down and that’s it.
Online advertising doesn’t work very well. Making it more interactive is just going to make it that much more annoying. And I will associate that annoyance with the brand that is being advertised. That’s probably not a good thing.
Tom Foremski reports on the business and culture of Silicon Valley at the intersection of technology and media. He also writes at Silicon Valley Watcher. See his full profile and disclosure of his industry affiliations.
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