Silly rhetoric lacking a clear argument and evidence to support the argument.
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Why Advertising Is Failing On The Internet
31–39 of 39 posts
Re: Why Advertising Is Failing On The Internet
#32Another problem with advertising is that usually I don't want the things that are advertised. (At least in the case of non-contextual display advertising.) For example, when I read the NYT I see ads for Target. This is a bad deal for Target, because I already know they exist, and I buy toilet paper there every week anyway. I don't shop there more often because they don't sell anything I want, not because I don't know…
Advertising is not always about convincing you to buy, or convincing you to change. A lot of brand building is simply to make you recognise the brand and keep it in your mind. This has obviously worked in the case of Target and Pepsi. There will always be a place for this type of advertising.
Not simply to recognize the brand and keep in mind, but to be the first brand or the first product that comes to mind.
Re: Why Advertising Is Failing On The Internet
#33Earlier quoted context omitted.
Advertising is not always about convincing you to buy, or convincing you to change. A lot of brand building is simply to make you recognise the brand and keep it in your mind. This has obviously worked in the case of Target and Pepsi. There will always be a place for this type of advertising.
But without advertising, I wouldn't forget about it. I walk past Target everyday. I see Pepsi on the shelf at the store (actually, I don't... but most people do). Etc., etc. Advertising doesn't bother me at all, but I would really appreciate it if they made a product I wanted isntead of spending their money trying to make me want something I don't.
"... made a product I wanted" = red ocean
"...make me want something I don't." = blue ocean (some what)
I believe that most minds are easier to nudge than we (non-marketers) classically believe.
Re: Why Advertising Is Failing On The Internet
#34Why can't advertising work on the internet if such intrusive advertising can work through television ( atleast the companies think it works )
In my personal experience, internet advertising gets more annoying as technology and bandwidth improves. As for TV, it's consistently as annoying as it has always been. (except for the in-show layering on the bottom of the screen) There was a Family Guy episode that made fun of that. Pure gold!
Re: Why Advertising Is Failing On The Internet
#35Currently, advertising only works on the Internet when people don't know it's advertising either because it is not labeled as such or because a confusing term is used (e.g., "Sponsored"). If you don't want to deceive users in this way, have ads about clever products (NOT clever ads, but clever products such as the Segway, Rubik's Mirror Blocks, etc.).
That's not true at all. Advertisements succeed or fail based on the nature of the ad. I've clicked Google ads before despite the fact that they're very obviously ads (different-colored backgrounds, text saying ads are ads). I've clicked Facebook ads, which are put in a special Ad Zone of the page. Clever ads don't make me buy things, but they get my attention. Clever products? It's not a matter of clever, it's a matt…
Please don't spread that idea and take all the fun out of advertising. One of most rewarding aspect of being in advertising business is the creativity of coming up with clever ways to shove boring products down the consumers' throats. Broccoli and spinach are sure good for the body,but somehow, Mommy's airplane trick is still around.
Re: Why Advertising Is Failing On The Internet
#36Earlier quoted context omitted.
That's not true at all. Advertisements succeed or fail based on the nature of the ad. I've clicked Google ads before despite the fact that they're very obviously ads (different-colored backgrounds, text saying ads are ads). I've clicked Facebook ads, which are put in a special Ad Zone of the page. Clever ads don't make me buy things, but they get my attention. Clever products? It's not a matter of clever, it's a matt…
Please don't spread that idea and take all the fun out of advertising. One of most rewarding aspect of being in advertising business is the creativity of coming up with clever ways to shove boring products down the consumers' throats. Broccoli and spinach are sure good for the body,but somehow, Mommy's airplane trick is still around.
I appreciate an entertaining advertisement as much as anyone. On the other hand, the most clever way of shoving a boring product down the consumer's throat in recent years seems to be ads like "HeadOn: Apply Directly To The Forehead" and their online equivalents.
Re: Why Advertising Is Failing On The Internet
#37Earlier quoted context omitted.
>Advertising on the net is just extra data you can choose to take advantage of, or ignore. Huh? When I'm reading an article and there's big flashing graphics on either side of the text, that's an annoyance.
You might find it an annoyance, but it doesn't stop you reading the article. If you're one of those people that can't just ignore it if it doesn't interest you, you can block it pretty easily - small minority do. I obviously disagree with the article, I find interesting things from adverts all the time - competitors, services I didn't know about, products I might think about buying some day. I want to see adverts. Un…
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Re: Why Advertising Is Failing On The Internet
#38The overall positive sentiment towards [semi-traditional] ad-based business models in this conversation is very alarming.
The game isn't "improving advertising"; it's "reinventing communication between buyers and sellers".
Those two things are way different.
Think about it this way: the less we all focus on making ads better, the more polluted the mediascape becomes, shrinking the pie for everyone ...instead of growing it.
(that last insight via @umairh)
Re: Why Advertising Is Failing On The Internet
#39Earlier quoted context omitted.
I've always found Google's business model vaguely insidious, like they're using my data against me.
It's kind of like walking in a store, the sales person asking "what are you looking for", and then the sales person trying to sell you that thing you're looking for. This may be "insidious", but it's generally helpful for both parties. Google ads are usually the same way. Google knows what sort of things I want, and it reminds me from time to time. They make money, some random advertiser makes money, and I get the th…
>> Google knows what sort of things I want, and it reminds me from time to time.
Maybe they know what I want. But they don't know if I'm not in the mood to be bothered with ads.