Loading ...At Fortune magazine’s Brainstorm Tech conference last week, several large media companies admitted that the future success of advertising would be a result of reaching customers online. Among the companies represented were The Walt Disney Company, AOL, News Corp., and others.
The advertising market has clearly suffered during the recession and ad budgets are continuing to be cut. Therefore, media companies have had to reassess their objectives and now believe that targeted Internet marketing is the solution to their advertising woes.
But how do consumers feel about advertisers focusing more of their efforts online? According to a study conducted by the LinkedIn Research Network and Harris Interactive, it appears that consumers are not exactly thrilled with the initiative. The study found that 80 percent of the more than 2,000 consumers surveyed said online formats that extend over the page and hide content are “very frustrating.” In addition, consumers said the same about pop-up ads and ads that open once they are moused over.
Although the media companies claim to be aware of these frustrations and realize that TV-style ads are not working, how will they attempt to engage and connect with consumers in the future?
Before advertising the goods, it is necessary that the similar goods at potential buyers have disappeared. The law oblige not to go on not harmless cars, and tomorrow it will be possible to advertise ecological cars.
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So many people are saying this! They don’t like ads that pop up at them – they like to go looking for them themselves! This is why the online classified ads are getting so popular. Our business is putting other business in these online classifieds. Please check us out and let us know what you think!
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Two years ago I used to go to abcnews.com for my news because I liked the way they presented it. But they ruined it by interrupting me with endless blinking, popping, moving, and sliding advertisements. I haven’t been back since.
The entire advertising industry is in shambles. The traditional advertising giants only want to figure out a way to perpetuate the same old same old using the net as a new platform. They will not relinquish their old style ads for a new way of doing business despite the handwriting on the wall.
For a long time, the idea was “impact and repetition”. How hard-hitting can I make my ad and how many times will people see it. They do not want to give up that methodology. So they are trying to get the same old concept in use on the internet. They cannot seem to figure out why it doesn’t work any more. And my answer is “wake up”!
People no longer have to be assaulted with messages and they won’t. It is just like TIVO users, 98% eliminate the ads from their TV recordings. They can “tune out” that endless hammering of messages and they are and will continue to do so.
There needs to be an entirely new paradigm in the ad industry. It still fits the mold in that advertising can be a solution to the needs of the consumer. But first, the consumer needs to have information provided to them about the industry of which the ad is a part, and then told that the product or service is a solution to meeting the needs of the consumer rather than the constant hammering on consumers with ads. Sure, it forces a change in the thinking of ad execs and the way that ad agencies and the like get paid. But it does not eliminate the industry or the products their clients are offering. It simply forces them to make changes at the root level to move their products or services into the buyers hands.
I am very glad to see this “forced transition” take place. And those ad execs that recognize that the potential to this new selling is tremendous but distant from the old ways of marketing.
Compare and ad to a testimonial or an article about a product that meets a need vs. a commercial. Which carries more weight? The article or testimonial always wins out. But the problem is that the ad execs and the bean counters can only equate success with the number and size of the ads they run through their agency. And there is little or no room for those people who might write a creative and compelling article about a particular product that meets the needs of the consumer. Sure, it is a softer approach and one in which the analytics of success applied to traditional agencies does not “fit” but it is reality for the new age of marketing.
I sincerely hope that agencies wake up to a new way of doing business before they are all out of business. Twitter me at: @johnsmauldin
Yes i do agree that due to recession the advertising industry has got a hit. However doing online marketing is also good idea. There seems to be that online ads are not working out. Lets wait and see what innovative ideas are flowing out into the market for advertising a product.
It’s long overdue that big media companies embraced online advertising!
Nice to hear they are moving away from their “anti-everything-online” stance. Like music (record) companies, their anti-online approach only helped to erode their market share in many respects.
If Media companies had embraced the internet early on, online advertising would be a little more sophisticated and better “self-regulated” than it is now. Consumers would be a little happy about online advertising than they are now.
Can you imagine how much money these guys could have saved themselves had they embraced online advertising about 10 years ago?
Welcome onboard slow learners (with your big bags of money)!
We at zygella are introducing a website dedicated to advertising but in a completely different way.
We aim to create a place where business can advertise and at the same time a viewer can find what is new.
When searching the internet I ignore all of the pop up ads, banners , any third party ads or other forms of advertising. It does not work for me.
I would go on dedicated website where I can hopefully find what I am looking for. Also the fact that by clicking on a banner I get redirected so many times frustrates me.
Zygella just might be the place to start advertising your latest products, offers, deals or services.
Kind Regards,
Joe
You are right. Consumers don’t like to see too many advertisements on the site. I have recently launched a UK Shopping Comparison Site and the good thing about that it’s advertisement free which is really appreciated by the users.
Small business owners on a shoe-string budget will discover that putting theirs ads to online classifieds will yield them more bang for their money and boost their website ranking through backlinks. These results speak for itself on how effective classifieds ads are: http://scorpion-marketing.com/classifieds.html
I was just cruising and saw this. I felt like congratulating you because a unique point of view is welcome anytime in my world.
I personally don’t mind online advertising but I find it very frustrating when you mouse over an ad and it pops up, or pop up ads in general, a good example is how Facebook has their ads on the side of the webpage out of the way but if i want to look I can. However I don’t care for seeing ads that do not relate to me as far as finding a local bar girl or a so called single lady or how to lose belly fat, if your going to advertise to me then make it relevant
Advertising on the Internet will, without doubt, become the same spreading cancer that has engulfed television. When I have to endure 4.5 minutes of advertising about every 10-13 minutes of sponsored events – sports, soaps, specials, movies, whatever… it becomes so maddening that I just turn it off and go find a book to read! If online advertising covers my screen, I’ll just watch movies on DVD. I’m sick to death of all that junk! If that level of saturation is required to pay for the shows, then the actors, staff, and producers are being way overpaid!
interesting take on the subject, count me as a new subscriber!
It’s too cool and beautiful to develop and motivate, build up character.
I think the online advertising has already gone too far. With the cookies that track your searches and then target specific ads I think we have gotten a little to close the “Minority Report” advertising system. It is invasive. Now if I do a Google or Bing search for something like “TV’s” then I can deal with ads on the side for that search page but once I leave I don’t want to see “TV” ads geared toward me on facebook or whatever, it’s just creepy. I’m surprised more people don’t seem to care.
I actually got to this blog by searching for movies to see Online. May you do an article on the best movies to see online thank you
The biggest problem with this type of advertising is that it is completely invasive. I’m fine with advertisers trying to reach me online, but when an ad starts floating across the page or it has auto play with sound or they try to hide the “X” to close it, I want to rage!
This advertising actually makes me less inclined to purchase from an advertiser and just generally ticks me off.
Online advertising? It depends on how you are advertising. Your marketing campaign can be a tragic if you don’t advertise properly using the traditional ways of advertising.
Chris & the Adollo Team
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