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'The Future of Advertising is Fewer, Better Ads' (recode.net)

Posted by msmash on from the shape-of-things-to-come dept.

For more than a decade, the online advertising world has been dominated by "display ads," served up to consumers alongside web content, search results or social media posts. But they're not the only game in town, one digital ad exec says. From a report: "I think the advertising world going forward is going to be filled with fewer, better ads," Deep Focus CEO Ian Schafer said on the latest episode of Recode Media. "The display advertising market is going to crater. By giving away stuff for free for so long, we've created an ad economy that is bigger than it should be," he added. Schafer says there's a untapped value in "nonstandard" ads, meaning branded content and other forms of advertising on platforms such as Snapchat, Musical.ly, WeHeartIt and Imgur.

10 of 244 comments (clear)

  1. When pigs fly... by moosehooey · · Score: 4, Insightful

    Yeah, sure. I'll believe it when I see it.

    1. Re:When pigs fly... by Cro+Magnon · · Score: 3, Insightful

      Often, ignoring is the best case for them. There are several companies that I won't do business with because their ads make me barf.

      --
      Slow down, cowboy! It has been 4 hours since you last posted. You must wait another few hours.
  2. Seriously? by backslashdot · · Score: 0, Insightful

    If it has to be advertised I don't need it.

    1. Re:Seriously? by houstonbofh · · Score: 1, Insightful

      So you need nothing, because almost everything is advertised now... Not that people see it at all...

    2. Re:Seriously? by gnick · · Score: 4, Insightful

      Advertising isn't about what you need. It's about what you can be persuaded to buy. "Need" doesn't factor in.

      --
      He's getting rather old, but he's a good mouse.
    3. Re:Seriously? by npslider · · Score: 3, Insightful

      Apple is no longer a BMW... but rather a 3 year Ford design marketed as "new" with a different color paint job, and a custom multi touch shiftier.

  3. Here's the problem to solve... by QuietLagoon · · Score: 4, Insightful
    From TFA:

    ...“There is a lot of audience that’s spread out on places that are not [Facebook and Google], especially younger audiences,” he said. “As audiences get younger, it’s becoming increasingly harder to reach them where everybody else is able to get reached.”...

    That's it. That is all the mention of the recipients (aptly a.k.a, "targets") of the advertising. The advertising industry hasn't a clue what the targets of the advertising want with advertising, nor do they seem to care.

    .
    The advertising industry seems to think that so long as advertising is presented, it is welcomed. That is wrong, just wrong, on so many levels.

    Until the advertising industry fixes that major and fundamental problem with their industry, advertising will be unwelcome.

    1. Re:Here's the problem to solve... by ausekilis · · Score: 4, Insightful

      The funny part is some of the best places survive on next to no advertising budget. Costco is a prime example of a company that is incredibly popular and doesn't spend money on advertising (well, outside of their coupon mailers to their members).

      How do they do it? They have competitive pricing, great customer service (return policy, friendly staff, etc...), they follow all distribution rules (they self-check all of their meat before it's put out on shelves), and they take care of their employees. Every Costco I've been to has been stupidly busy during rush hour and all-day Saturday.

      Word of mouth and customer good will can go a very long way.

  4. Re:We don't need ads by TWX · · Score: 3, Insightful

    It's limited in part because McDonalds only offers it when the price of pork has fallen below a certain threshold. They've intentionally built up this mystique around it to further increase profitability when it is available.

    Disney has used a similar technique for different reasons through the years when it comes to releasing their films on home-media formats. They do large "limited" batch runs of their movies and market "for a limited time only!" to try to drive additional sales. In-fact if you look at their history, you'll find that even if a particular title is pressed for only a finite amount of time, they stop production when demand drops, not based on some pre-chosen timetable, and most of their popular titles have been released on every popular consumer format. You'll find VHS, DVD, and Blu-Ray, and for some titles you'll even find Betamax, CED, and HD-DVD before those formats went stale. In reality they produce a title until the market won't bear it any longer then they stop, so that those who didn't get on the bandwagon with a particular format and lament that will do so next time around, and everyone else will re-buy what they already have in the new format as well.

    --
    Do not look into laser with remaining eye.
  5. How to have better ads by taustin · · Score: 5, Insightful

    1. Do not serve malware. Ever. No matter what it takes. If you have to have an actual human being (who isn't a moron) personally review every single ad every single time it is served to prevent malware, that is what you have to do. If you cannot achieve this, close your doors and get a real job.

    2. Do not serve ads that contain so much a) animation or b) scripting that they slow down the browser to the point it is unusable. Or that it crashes. Ever. If you cannot achieve this, close your doors and get a real job.

    3. Do no serve ads that use more bandwidth than the web page they're embedded in by two or three orders of magnitude. Ever. If you cannot achieve this, close your doors and get a real job.

    4. Do not serve popup or popunder ads, or ads that load any additional windows of any kind. Ever. If you cannot achieve this, close your doors and get a real job.

    5. Do no serve ads that float on top of content, and do no rescale when I zoom in my browser because the web designer doesn't believe in using integer values for font sizes. It makes it literally impossible to read the content. Just do not do this. Ever. If you cannot achieve this, close your doors and get a real job.

    6. Do no serve ads that cover more than 25% of the screen that is visible when the page initially loads. Ever. If you cannot achieve this, close your doors and get a real job.

    7. Stop blaming your victims when you can't make a living because you refuse to do any, much less all, of these things. It is your fault you can't make your boat payment, because you are stupid, dishonest, and lazy. You deserve to live in a cardboard box, and have no choice but to eat your own home for food.