WarpShare™

Inform Is The New Sell

I appreciate how Google presents advertisements because they prioritize informing me over selling ad space. By simply using the parameters of search to divine the context of my interests, Google presents both sponsored and non-sponsored links with clear delineation between the two. Often, a sponsored link is the most informative and I choose to engage it. As the web migrates from destination portals to personalized delivery the power to choose ad engagement is coming to online media consumption. I can’t say it any better than Aaron Martens:

The long and the short of it is that consumers and technology are both evolving, quickly; and the advertising industry must evolve with them, or better yet, lead the charge. Relevancy and control, even more so than the entertainment factor, are the keys to advertising’s success in this brave new world. If marketers become enablers of these instead of inhibitors, consumers will engage in the advertising experience, willingly and with open arms. However, if the advertising industry continues to hold on to the traditional advertising models of yesteryear and attempt to retrofit it, as many are, there will certainly be a surge of vacancies on Madison Avenue.

http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=67661

The impact of choice and personalization is revolutionizing the online ad model–small and specific beats big and general. My favorite old media magnate turned new media magnate, Jeff Jarvis, gives fair warning:

Just because a site has 100 million users, that doesn’t mean 100 million people see your ad. It’s not TV. Repeat: It’s not TV. The only people who will see your ad are the ones who see the page on which it appears. If you buy 10,000 impressions, aka eyeballs, you can buy them on a big site or a bunch of small sites, it doesn’t matter. Big brings no advantage other than convenience and it also brings some disadvantages like inefficiency and price. This is the essence of the change in the economic model of media. Post that on your wall and stare at it.

http://www.buzzmachine.com/2007/08/20/big-is-over-portals-are-past/

Success in new media requires prioritizing users and taking the time to understand what they want…how novel.

Categories: Industry Thoughts

Leave a comment

Name (required)

Mail (will not be published) (required)

Website