'Blending' OK in radio ads but not online?

Why is it sleazy in print/online but acceptable for radio?

[inactivist]

(I posted this question buried within another post on another thread, nobody seems to have picked it up, so I'll put it in it's own thread.)

I've noticed that some ads on radio talk shows or news programming are often highly 'blended' (disguised) - they sound very similar to the ambient programming in style, tone, format, and content - apparently in order to ensure that people can't trivially tune out the advertising.

If it's not considered sleazy in radio, then why is it considered sleazy in web content?

Or, is it considered sleazy in the radio world, and I'm just unaware of it?
Edit: added 'disguised'

[edited by: inactivist at 3:33 am (utc) on Oct. 9, 2007]

[ken_b]

My guess is that those who think blending AdSense is sleazy will think "blending" ads is just as sleazy on the radio, those that don't think it's sleazy with AdSense won't think it's sleazy on the radio either.

[inactivist]

Ok, perhaps the word 'sleazy' was ill-advised - I wasn't making a value judgment. How about 'frowned upon' or 'discouraged'?

(Jakob Nielsen's post on banner blindness [useit.com] is a case in point.)

And, Google guidelines seem unclear on the subject - it seems that webmasters are never sure whether they've crossed a line, adding to the confusion. I know I'm never sure whether I'm overblending.

[europeforvisitors]

There's one very obvious difference between radio spots and AdSense contextual ads:

- Radio ads are sold on a CPM basis. If a user thinks "Eat at Joe's" is an editorial message by the announcer, the advertiser pays nothing extra.

- AdSense contextual ads are sold on a CPC basis. If a user thinks "Eat at Joe's" is an editorial or navigation link, the advertiser pays for each resulting click.

To put it another way, radio advertisers determine what level of "blending" they want; they aren't at the mercy of publishers who are trying to cheat them.

[martinibuster]

>>>I know I'm never sure whether I'm overblending.

My personal rule of thumb is if the ad placement will put it in the way of accidental clicks, then it's gone too far. AdSense came out with an advisory [adsense.blogspot.com], and a clarification [adsense.blogspot.com] cautioning against placing ads close to elements that are meant to be clicked on which could cause accidental clicks.

we've found that some implementations of the ad code can lead to accidental clicks that the publisher may not have been able to predict. Some implementations that could lead to accidental clicks include placing your ads:

- In close proximity to Macromedia Flash games
- Under pop-ups or download prompts
- Near site navigation controls on your pages, such as drop-downs or menu links

Generally, we ask that you not place your ads near features of your site that your users may interact with by clicking.

I personally feel that burying an ad unit within a rats nest of site links will have the same effect. That may not be blending, but likely a case of placing an ad unit in "click's way".

[zett]

My guess is that those who think blending AdSense is sleazy will think "blending" ads is just as sleazy on the radio, those that don't think it's sleazy with AdSense won't think it's sleazy on the radio either.

Wholeheartedly agree with ken_b here.

Personally, I think "blended ads" in print look as sleazy as on the Internet. I feel tricked into reading an ad, and when realization sets in about this fact, I think worse of the product than before. My likeliness to convert into a purchase has actually decreased. (I guess) that's why you rarely find campaigns from big brands using that technique.

[MikeNoLastName]

Obviously G personnel are confused and inconsistent as well. Friday, 10 days ago, we got a notice that one of our domains was going to be banned in 3 days if we didn't make changes, because we supposedly had ads too well blended which could be confused with other links. Actually, they originally weren't that specific. The cut-n-paste notice was a lot more vague, although, fortunately it referenced a specific URL example. We looked at G's own blending examples, as well as the websites of some major big time Adsense Publishers, like that Los Angeles newspaper and that site ABOUT just about everything, and could not see a sliver of difference between our colors, positions, etc and theirs. The ads we're close, but different font sizes and colors, inside a separate box which said they were ads and futher away from other navigation links, than any of the examples. We wrote them right back to get more clarification. We studied and worried all weeekend. We Finally on the following Monday got a response back to the effect of: Well, the file said you were doing so-and-so on this, page, but from what _I_ can see you are doing no such thing and I can't confirm it. Never mind, sorry to have bugged you.
The only reason they noticed it, was probably because we sent them a complaint that ads were being repeated in all three ad units on that particular page. Never got THAT part fixed. Although, right after the above response, our CPM and PPC which had previously been steadily falling to literally all time lows over the last 6 months, has suddenly, magically begun steadily rising, fairly quickly for the last week. Amazing, poof, just like that! Hmmmmm.

[creeking]

I've noticed that some ads on radio talk shows or news programming are often highly 'blended' (disguised) - they sound very similar to the ambient programming in style, tone, format, and content - apparently in order to ensure that people can't trivially tune out the advertising.

reminds me of Paul Harvey's radio spots.

[inactivist]

- Radio ads are sold on a CPM basis. If a user thinks "Eat at Joe's" is an editorial message by the announcer, the advertiser pays nothing extra.

- AdSense contextual ads are sold on a CPC basis. If a user thinks "Eat at Joe's" is an editorial or navigation link, the advertiser pays for each resulting click.

*Some* AdSense ads are sold on a CPM basis. Would (should) the same logic (aggressive blending is OK for CPM ads) apply to such AdSense ads? If not, why not?

[inactivist]

To put it another way, radio advertisers determine what level of "blending" they want; they aren't at the mercy of publishers who are trying to cheat them.

So, if advertisers were given a way to approve their CPM ads for use on sites using highly blended placements, would it then be OK? Something tells me that someone will now bring up the "Google wants to protect their brand and image" argument.

I'm still trying to figure out why blending is treated as if it's unethical in this medium, but highly desirable in other media. (Again, radio and some television ads seem to go out of their way to look, taste, and smell just like the ambient programming, presumably because the advertiser *wants* you to pay attention, hear/see the ad, and therefore be more likely to respond to it.)

I'm fairly certain that advertisers pay extra to have a talk show host or other radio personality read their ad copy, or pretend to be engaged in a normal interview - to increase the likelihood that the audience will hear the ad, and perhaps give it greater credibility.

How does this practice differ (in any fundamental way) from "pay per post" or burying an ad in the middle of content? (Again, I'm refraining from making a value judgment, I don't necessarily like these practices, but I can't explain the "thou shall not" ban in our medium, and yet other media engage in this practice quite frequently, apparently satisfying demand from the advertisers for such blending?

[inactivist]

reminds me of Paul Harvey's radio spots.

Exactly. I see that Mr. Harvey never seems to have any shortage of advertisers willing to pay for such placement.

[zett]

why blending is treated as if it's unethical in this medium, but highly desirable in other media

It is highly desirable only by certain advertisers and certain media. Many brand advertisers would never engage in blending, because of the fear to be seen as "sleazy".

[europeforvisitors]

Exactly. I see that Mr. Harvey never seems to have any shortage of advertisers willing to pay for such placement.

Again, the differences between radio spots and AdSense CPC ads are:

- In radio, advertisers have chosen the degree of "blending"--it hasn't been imposed on them.

- In radio, advertisers are paying by the impression, not by the click. If a listener can't tell the difference between Paul Harvey reading the news and Paul Harvey selling soap flakes, the advertiser isn't being hurt.

[inactivist]

Again, the differences between radio spots and AdSense CPC ads are:

Thanks for pointing that out. My mistake, I needed to state clearly that I was talking, hypothetically, about CPM ads and advertisers who want and approve blending (as I pointed out in a prior post.)

- In radio, advertisers have chosen the degree of "blending"--it hasn't been imposed on them.

So, by your logic, if the advertiser is given the chance to choose the amount of blending, then it's OK in our medium?

[europeforvisitors]

So, by your logic, if the advertiser is given the chance to choose the amount of blending, then it's OK in our medium?

It's certainly more okay than having the decision imposed on the advertiser by a publisher who's hoping to profit from worthless clicks by confused users.

[farmboy]

I've noticed that some ads on radio talk shows or news programming are often highly 'blended' (disguised)..

As in the radio personality reading the ad content either live or on tape during his/her radio show instead of having generic voice talent read the ad?

The idea is that if the radio personality has the trust and respect of his/her audience, the audience will be more likely to try the product or service if they hear him/her speaking about the product.

I essentialy do the same thing on some of my sites via affiliate programs where I write about a product or service I have used and provide an affiliate link to the product.

I can't do that with AdSense because...

1. AdSense doesn't allow calling attention to ads (except when they do allow calling attention to ads)

2. I don't know which ads are going to appear on my site via AdSense

FarmBoy