The flawed optimism of digital advertising models
3 responses to “The flawed optimism of digital advertising models”
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Funny how the same problems affecting display are exactly the same as they were in direct mail all those years ago!
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Could it be that the web is going to split in two – the social web and the anti-social web? (or to put it another way – the relevant web and the irrelevant web) This split may exist in people’s heads as much as in a physical reality. Ultimately digital advertising will only have permission to exist in the anti-social web (i.e. the web of the low relevance) whereas the social web will be defined by the expectation of receiving information of high relevance – i.e. answers to specific questions.
This ad was shown to me recently by James Rosenthal, Global Agency Business leader at Google – http://www.youtube.com/watch?v=q6i0Hjphvzk – I now use it to demonstrate what people want in the social web – i.e. not advertising as we currently know it, but content which answers questions. The anti-social web won’t necessarily be seen as annoying – just not especially relevant
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With click-through rates as low as they are and content farms slipping down the search engine rankings, you’d think that division is already here, in part…
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