Forum Moderators: skibum
Web Advertisers Work on Ways to Better Catch Your Wandering Eye [ap.tbo.com]
I think most notable is how advertisers are now trying to figure out how to make their message more interesting. I foresee some movement towards the rich media interstitials. If they can focus on garnering interest in the first couple of seconds, they may actually work. I just hope a trend develops of not bombarding the user with too many per visit.
I am disappointed with the way branding CPM campaigns are falling so hard. IMO, they are still a very viable way of getting your name out and being seen by many. The problem is, all internet advertisers seem to now be looking for results, rather than just eyeballs. Something that really can't be gauged with a branding campaign. I don't see regular banner ads dying a full death any time soon, and I think they are definitely more valuable than the current market suggests.
Direct mail is also measured very closely. And DM has had 50+ years to fine tune the art and science of getting people to open an envelope and take action. The exact measurement is the main reason that DM has grown. It has allowed the growth of database marketing into a very precise marketing method.
The Internet must, and will develop similar fine-tuned advertising methods, appropriate to the medium. I hope that respect for the user is part of the internet equation. Today, outbound telemarketing is just beginning to learn the need for respect -- the telephone isn't mail, and it has its own rules!
The biggest error in understanding the web that I see, is the failure to appreciate that the Internet is not just one "thing". Instead, it is a network of finely targeted niches. Trying for success with a mass market style of advertising misses the unique opportunities that the web offers, and is mighty inefficient.
I look for greatly improved demographic measures to make the difference in the future, rather than any one particular delivery technique.
I see it going both directions in many ways; rich meda & plain text, 'loud' & 'quiet', 'screaming' & 'whispering', interruption advertising & on-demand resources. Much of it depends on the philosophies of the advertiser.
Some of the problems I see include:
(1) too many advertiser's messages sharing the same page
(2) too much emphasis on rotation and not enough fixed placements and integrated compaigns
(3) no targeting + always on advertising.
(1) If too many advertisers are yelling at the same time I can't hear any of them. They blend together to form a sort of white noise. Best case scenario: one page = one sponsor = multiple placements.
(2) Once a banner is gone, it is gone for good. The back button is often of no help. Navigation = zero. Most banners have a lifespan that makes bananas seem ancient by comparison. Best case scenario = monthly fixed placement plus an email introduction.
(3) IMHO run-of-blah advertising is responsible for much of the apathy on the part of Web surfers. ~Any~ targeting would be better than most of what is out there. Even simple category & sub-category matching can be relatively powerful. I also like what Google is doing; if no ad relates, no ad is shown. It preserves the integrity of the ads that are shown.
My 2 cents...
the usual disclaimers
I think the best advertising model is a varied one. Such as using interstitials, text links, email promotions, regular banners, etc. in addition to traditional avenues. I also think targetting should play a much bigger role, as both of you have stated.
That is the reason I am big on affiliate programs right now - you have so much control over targetting, and can make changes daily until you find what works for you.
Sean your point 2 is an interesting one, one that I have not thought of. It is commonly desired to show different banners to your visitor, even on the same page. However, I have in the past clicked "back" to take a second look at a banner, and a different one was loaded. Great perspective.
