An article from media week.com which I feel ties in very closely with the last article on “Social Networking and Advertising.” According to today’s article, there is a call for drastic changes when it comes to the economic model of internet advertising. At the Internet Advertising Bureau’s annual meeting last week, David Payne, the CEO of ShortTail Media urged industry stakeholders to shift from user-worshipping to user-interrupting. He claims that a shift needs to be made from one in which the user has all the power when it comes to interactivity to one in which the power is shared (akin to a TV or Radio thirty second spot).
Also, there is a call for a revamping of how webpages and their ad contents are designed. Randall Rothenberg, president and CEO of IAB, implied that there might be mistakes in the way the medium is used for advertising because when standard units were adopted in the nineties, creative directors were not represented.
The major critique to these ideas is that the internet is a way more fluid medium than TV or Radio and as such should not be analyzed through the lens of those two. Internet users get turned off very easily because there is a plethora of choices. As such, we are light years away from a power-shift because the bulk of the power will be with the user for a really long time.
"In the church of the Internet user, David Payne committed blasphemy.
Web publishers have always treated their users as a sacred flock. But last week at the Interactive Advertising Bureau’s annual meeting in Orlando, Fla., Payne, the CEO of ShortTail Media and former senior vp & general manager at CNN.com, issued a daring challenge for the industry: stop worshiping, and start interrupting the almighty user.
“Gone are the days that we should be guided solely by our user experience,” said Payne. He cited the birth of two-minute ad pods and 30-second spots back in the 1950s--two highly successful, interruptive standards that might never have happened if TV execs had asked viewers their preference."
Full Article:- http://www.mediaweek.com/mw/content_display/news/digital-downloads/broadband/e3ifc7db5bf2ea46d95dbd1dab3bf765e60
1 comment:
It is always enlightening to hear the current trends in advertising and hear where that part of the industry is going. It is clear that the Internet is an untapped source of advertising that has only been touched on the surface. Thus, many people are currently trying to figure out how to incorporate more ads so that viewers will see them, and not be turned away. The point that David Moore made about collectively doing it is important too, because if you branch out and incorporate larger ad specimens, you need others to back you too. Otherwise, you will undoubtedly fail as it will turn consumers away. My personal feeling about this is that I don't want ads to be thrown at me more than they are on the Internet, but I understand that it is what fuels the industry. Thus, I can't complain too much!
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