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'The Future of Advertising is Fewer, Better Ads' (recode.net)
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.
Yeah, sure. I'll believe it when I see it.
The whole industry can be scrapped. Public awareness of brands doesn't matter; that's a board level issue. Telling us McTurd Burger is back doesn't matter. Slobs will see it on the menu.
The public are paying trillions per year to be told about stuff they'd buy anyway. Scrap the fucking lot of it, and let the advert agencies rot.
Hey, go for it man! Add Facebook and Twitter and whatnot to your list while you're at it.
I don't use any of that crap, so that means less ads for me.
#DeleteFacebook
The future is media companies going back to having advertising salespeople, and dumping all of these stupid ad networks.
I don't respond to AC's.
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So you need nothing, because almost everything is advertised now... Not that people see it at all...
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.
My adblock current reports having blocked 1.6M ads -- 1.6 million! No one looks at 1.6M ads, they are just clutter.
I loaded my RSS feed yesterday. 1,200 ads blocked from a single use of my RSS reader. No one looks at 1,200 ads from a single use of an RSS feed. These ads are just clutter to be ignored and blocked.
And I truly hate autoroll video ads with sound. Good way to guarantee I will never buy your product.
...“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.
Personally, my family relies on ads from our local grocers to help us stay on budget. So some ads are okay.
This is why "well-known" brands get to price gouge. People assume there's nothing cheaper (or better for the same price) and just follow the same habits. Competition is good, overall. And competition requires some amount of advertising.
Look at how many people using iPhones on AT&T. AT&T is the default choice for those over a certain age, but it's by far the most expensive mainstream carrier.
Entertainment and information is what people want. Until now, ads invariably did one thing: Interrupt our access to entertainment and information. And guess what: People don't like that.
Your key to getting your ads not only seen but actually associated with something good and something people want is to tie your ads into entertainment and information. Don't interrupt it, accompany it. Red Bull has really understood that. Know that Red Bull Air Race? Some crazy people flying around at breakneck speed and giving the onlookers the thrill of their life. And everyone knows that it's Red Bull that makes this thrill possible. That's cool! That's what people want! And they associate that sugar water with daredevil action and having a good time.
Have you ever seen a Red Bull ad? I haven't in the past 10 years.
So sponsor entertainment! It needn't be something huge, go and see what YouTubers have tons of followers and ponder how you can become part of their show. Note, this is important: DO NOT get them to endorse your product, YOUR PRODUCT has to become part of their show. It has to be part of the "cool". But, and this is also again important, it must not take over the show. Else that Youtuber is considered a sellout and his followers will leave. Your job is to find out how your product fits into his routine and your product must not break his routine, for that's why people are watching him!
If you prefer something more "serious", try to sponsor something closer to documentaries. That is a mostly uncharted land and I really wonder why. Because people doing serious documentaries are usually considered credible and trustworthy by their viewers, so why not use them for your product? Again, the product has to match the person, the style and the documentary (it's kinda pointless to have an archaeologist drink a cup of coffee from fine porcelain on a digging site, but he could hold a cup whenever he's talking to the camera and take a sip whenever he's in the picture but not talking while showing some ruins or something). And again, subtlety is key. People love finding stuff out themselves. Let them! Maybe even make it some sort of game.
That's where you can thrive. And people will actually love you and your product for it instead of considering you an invasive nuisance. Because yes, you can force us to endure your ads. But you cannot make us watch. And you cannot force us to like something that we consider obnoxious and invasive because it interrupts what we're looking for: Entertainment and Information. Become part of that entertainment and information and we'll actually love you. And your product.
And we buy what we love.
We used to have a Bill of Rights. Now, with the rights gone, all we have left is the bill.
- John Wanamaker 1919
Increase your mouth size to fit more balls in it with this ONE SIMPLE TRICK!
When it comes to adds there is going to be many different interpretations of the word "better" depending on who you are.
Where ads are concerned, I suspect my definition of better will have nothing in common with the definition used by someone whose work is in any way related to advertising.
Advertising can make the difference where I buy the things I do need.
The advertising industry seems to think that so long as advertising is presented, it is welcomed.
The advertising industry thinks that so long as they get paid, all is well.
Businesses need to wake up, they're being scammed by the sellers of advertising space
Actually I was (mostly) kidding. But I can justify my position, even though --again I was just joking. It's usually the "well known" brands advertising. I don't think I have seen an ad from my favorite soda brand since maybe the 90s. Now that I think of it, most of the products I have purchased I haven't done it by advertising even in the subtle sense. I usually read the amazon reviews online or ask people who may be knowledgeable. It takes discipline but one can immunize oneself from advertising. I like watching infomercials .. the successful ones .. still have not purchased one thing off an infomercial .. but i like watching them cause they are entertaining in how they try to convince people.
Advertising can make the difference where I buy the things I do need.
Me too, but not always a positive difference. I've also decided against places due to bad ads.
Slow down, cowboy! It has been 4 hours since you last posted. You must wait another few hours.
because almost everything is advertised now
When I am in the middle of the Sahara desert and I see a bill board advert for winter parkas... then I will agree with you.
Granted, you did say *almost* everything, but I digress..
How many times have we suddenly decided we *Need* that gadget only after we saw the commercial for it? We did not realize how big the black hole was in our souls until we discovered the product that promises to fill it.
Location and price are what help determine my decision.
Pay close attention to Car commercials on TV... everyday cars like Ford, Chevy, etc., will try to sell you on their specs (value, toughness, awards won), but high end luxury cars (Lexus, BMW) try to sell you on a FEELING. The feeling you get driving it. The feeling you get just sitting in it. It's completely subjective and unable to be measured.
Know any computer manufacturers that use that technique? (Apple)
I'm looking for an RC Cola ad... once I see one, I will buy an entire shipping crate of the stuff....
I was more talking about brands you find in a physical store and groceries - so it's a poor example for that, but still common. Product shelf placement and package design is all advertising. Special sale pricing too.
like watching them cause they are entertaining in how they try to convince people
Ah, yes...that wonderful trope of showing someone utterly failing to do something simple, usually in black and white footage.
Enjoy this gem I just found: Infomercial Struggles Compilation
I love RC Cola, but honestly forget it exists and end up buying Pepsi when I want a regular cola. It also usually gets the bottom shelf in the grocery store.
Most people younger than me have probably never tried it.
We are creatures of habit, sticking to what we know we like. It's like going to your favorite restaurant and ordering your favorite meal; you see other menu items, but don't know if you will like them as much as the meal you have already tried and enjoy.
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.
because almost everything is advertised now
When I am in the middle of the Sahara desert and I see a bill board advert for winter parkas... then I will agree with you.
Granted, you did say *almost* everything, but I digress..
https://www.rddusa.com/shop/u-...
Hehe
What I've noticed in recent car ads is they are of two types: either "model may differ from that shown" for ones you can buy without being a second mortgage (then show me the one I can buy, you know, the models with the steering wheel on the correct side) or ones which you can only lease for business (fork out a lot up front, pay monthly and after the lease when you've paid enough to have actually bought the thing you still don't own it). Not interested.
"Wait. Something's happening. It's opening up! My God, it's full of apricots!"
As long as those advertising clowns believe that advertising is going to earn a them an extra few, clueless customers, advertising will be staying. That is a good thing for those of us who use ad blockers - we won't see their stupid ads, but those stupid ads will carry on paying for things. Since there will always be clueless customers, and since the advertising clowns will always have the suspicion that advertising captures such morons, advertising will stay. And we won't see the ads. Things are good.
Well I'll be, I guess even Hell gets cold at night! ;)
Mossberg: Lousy ads are ruining the online experience:
Last Saturday, as the New England Patriots were sloppily beating the Houston Texans 34–16 in a playoff game, I wanted to look at the highlight video of a play using the NFL app on my iPad. To watch that 14-second clip, I had to suffer through a 30-second ad for something so irrelevant to me that I can’t even recall what it was.
...
But the world has changed as journalism and entertainment have been disrupted by technology. Great power has shifted to the advertisers. I learned this almost immediately after I left the Journal in 2013 and co-founded Recode on January 2nd, 2014.
About a week after our launch, I was seated at a dinner next to a major advertising executive. He complimented me on our new site’s quality and on that of a predecessor site we had created and run, AllThingsD.com. I asked him if that meant he’d be placing ads on our fledgling site. He said yes, he’d do that for a little while. And then, after the cookies he placed on Recode helped him to track our desirable audience around the web, his agency would begin removing the ads and placing them on cheaper sites our readers also happened to visit. In other words, our quality journalism was, to him, nothing more than a lead generator for target-rich readers, and would ultimately benefit sites that might care less about quality.
Yes, this advertiser was bold (no, balled) enough to basically tell Mossberg he will screw him over, and he would not be able to do anything against it, because the only way to oppose him was to get no money at all. As long as they have this power, they will give you more and worse ads. Period.
And this is your fault - because you felt entitled to get everything for free.
Of course news about a fake are Fake News.
I don't drink much soda, so when I do, I want it to be a favorite. RC cola, is nice, but I prefer the more complex flavors of Coke or Dr. Pepper.
*The preceding post was sponsored by the Coca Cola Corporation, in partnership with SlashdotMedia.
Joe Bob Briggs had it locked for movie quality . For quality ads, I say skip the bodies and beasts.
https://app.box.com/WitthoftResume Code: https://github.com/cellocgw
I won't be so naive as to claim that advertising has no effect on me (though when I can detect it, it has a strongly negative effect)...
But I can honestly say the situation you describe hasn't happened since I was still a dumb 12YO watching Saturday morning cartoons and desperately wanting some crappy cereal (often only for the toy inside).
More specifically, it's about what you can be persuaded that you need.
For me, I am more inclined to be affected by an advertisement if I am already wanting that item in broad terms (ie. I'm hungry and see an ad for a local pizza place). If it's totally out of the blue I'm most likely going to ignore it, unless it catches my attention on some other level; it's funny, creative, etc.
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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.
Used to, I absolutely hated commercials; I still do to a large degree. However, many advertisers are getting better, and there are, actually, some commercials that I enjoy watching.
While basic essentials like food, water, etc. don't need to be advertised, other things do. How did I find out about the C-64? A commercial. Was it a need? At the time we didn't think so; but looking back, it was. I don't know where I'd be if we didn't have one. Dead? No; but with much fewer interesting things in life. Now in the modern era, kids are playing with things like Rasberry Pi boards and stuff. How do they find out about it? Sites like this? And when some start-up pitches a product like that on this site, what do people say? "Slashvertisement". A product placement or startup interview isn't an "ad" in the traditional sense; but it serves the same purpose.
As much as we might hate to admit it, some level of advertisement is necessary.
For all intensive purposes, "whom" is no longer a word. That begs the question, "who cares"?
i stoped using adblocker when they didthat proxy's and posibly no scripts(noscipt does other good things too).
there are list to use too and you can use more than one plus any customs easy list's arepretty good. you will need a browser that embeds the adblocker lists or a addon that lets you customize it.
I'm not a grammar or spelling perfectionist. You are welcome to continue to mangle words and sentences in any manner you like. But, you must be prepared to accept that if you can't be bothered to at least make an effort to properly structure a sentence I won't be bothered to grant your comment any credibility.
Charter Member of The Committee Group For The Elimination And Eradication Of Repetitive Redundancy
Wow, I must be years ahead of the advertisers because I dont see any ads at all.
Combine a really big hosts file with ghostery and adblock + and they are gone baby gone.
Sites that block me because I run an ad blocker, fine by me, I go elsewhere, I shop elsewhere.
I agree that there's too much advertising, but why would anyone cut down?
Bandwidth is cheep, serving an ad costs almost nothing.
If it's costs $0.0000001, the ad doesn't have to be very effective to be cost effective.
Sure, everyone will complain, and even the advertisers will agree that the world would be better served with fewer adds.
But they'll still want to advertise just a bit more than their competitors...
No matter what, the old saying will still be true: "I know that half of what I spend on advertising is wasted. I just don't know which half."
Dear Slashdot: next time you want to mess with the site, add a rich-text editor for comments.
If it has to be advertised I don't need it.
So you need nothing, because almost everything is advertised now... Not that people see it at all...
Just because it is advertised doesn't mean it has to be advertised.
Sites that request to be white-listed in my ad blocker, or that won't let me see content without white-listing or disabling my ad blocker, never get visited again
Let's say you do a web search, and you open several relevant-appearing results in the first page only to discover that most have only a paragraph of text at most followed by "Whitelist us or buy a month's subscription". If this becomes the new normal for more and more web search queries, what do you plan to do? Do you instead buy a month's subscription to read one article?
And I "cut the cord" years ago, dropping ad-infested cable TV for streaming services that not only cost literally 1/10th of what cable TV costs today, but have no ads.
Let me guess: no sports fans in your household, and the cable company serving your city is one of the few that doesn't toss in basic TV at no additional charge.
If there are new, innovative, worthwhile products out there, I will find out about them eventually.
From whom will you "find out about them eventually"? And as for the product or service whose sales pay the wages that keep a roof over your head and pay for the streaming services to which you subscribe, how do people who bought that product or service "find out about them eventually"?
While basic essentials like food, water, etc. don't need to be advertised
You'd be surprised. Electric utilities run public safety ads, and natural gas companies run ads about how much quicker a gas range boils water than an electric one.
At least it is too dry to freeze over! :)
*wiiings
In fact, that's how I know it's been ten years. The Red Bull ads seem to have stopped once people switched from making toilet jokes about the name of a game console that Nintendo released around then to making "Red Bull gives you Wii-ngs" jokes. Either that or Red Bull's maker thought viewers of the channels that members of my household watch had aged out of Red Bull's demographic.
It's not the heat / cold, it's the humidity!
You might be shocked to discover this, but those of us who don't watch any commercial TV, commercial radio, and who block internet advertising, still manage to make it to stores that sell products, and sometimes to even manage to make a purchase. We don't die of starvation begging somebody who saw the ads to tell us what to buy.
And those products we buy? They were made by companies.
Please reconsider your understanding of the phrase "has to."
When they measure the responses, even though people respond differently after seeing the ad those people don't believe it is because of the ad. They will almost always be able to identify better-sounding reasons. That's actually the whole point, and why the advertising is typically so stupid. If it was a logical response they were targeting the ads would look very different.
My experience is that the advertising industry has inserted itself into the relationship between the customer and the supplier. Coming from a rural community, this was what I saw. My parents and grandparents were farmers. They didn't buy anything until they *needed* it. I can't emphasize the word *needed* enough. We were not flush with cash so many times we just made do with what we had.
On the rare occasion one of us would actually intend to purchase something, we would go to the local feed store or grocery store and ask questions of the owners or the other customers. Back in those days, that's how it worked. There was such a thing as a community. People who lived and worked close together. They also had the tendency to look out for one another and help one another. So that's where you got your product info. Not from some "jacked up" "insanely enthusiastic" huckster. These neighbors and store owners were the early version of Consumers' Reports." If a product was good, you found out about it. And once you found out about it you... and this is KEY... looked for it because *you were interested* in it. You didn't buy it because some person on amphetamines was pitching it.
Okay, sorry for the rant, but the point is there has to be a desire for a product before the chance of a purchase exists. Just because a manufacturer decides to flood the freakin" society in every conceivable form and fashion with their exaggerated claims and "in your face" effects does not mean their product will sell any more.
So here's my advice to manufacturers. Make a good product and sell it at a reasonable price. You'll probably find that people will buy it and like it and you'll develop a reputation for having a good product at a reasonable price. Then tell the advertising hucksters to go pack sand. If you have a good marketing department you won't need much advertising. And if your product/service is good, you won't need to lie your ass off to sell it.
So AFAIC, you advertising people and just STFU. If and when I want your product and if I find out it's worthwhile, I'll come looking for it.
An effective "democracy" creates the illusion the people have a say in their government.
gazzilion [gaz-ee lahy-uh n] noun
A large, flatulent tawny yellow cat of the species Panthera Leo. Males have a tufted mane and are more noisome.
Advertisers who choose quality over lowest common denominator? Never going to happen. If that industry had any ... and I mean any ... ethics, there would not be late night ads for copper pots on TV. Or anywhere. There would be no way to get fake Viagra; you'd have to get the real thing from a real pharmacy with a real prescription from a real doctor. And the web would not have driven people into ad blockers in the first place.
Let's not forget, Hosts files have been around for ... I don't even remember when I installed one for the first time, but it was around the time you could get broadband instead of dialup for the first time. So let's say 25 years. Probably longer, but I can only talk of my own experience.
Yet, few people actually installed them. It was the banal drivel wallpapering every website on the planet that drove ordinary people to seek out simple browser add-ons that kill ads. And it was the demand for those plugins that got developers to build them in the first place. The industry has no-one to blame but themselves.
And now we get this "it wasn't us, it was the other guy" plea from them to please let them serve us ads. Pretty please. We're sorry.
Well, they're sorry all right, but not in the meaning they intended.
Then see Google's cache
Google doesn't publicly cache noarchive articles.
if the paywall blocked Google, it wouldn't pop up in the search in the first place.
When the publisher of a paywalled article provides an abstract of a few sentences to visitors and search engines, the abstract gets indexed. Journals in Google Scholar even get to "cloak", or send the full text to Googlebot but only the abstract to anonymous visitors. These sites sometimes pop up in general search without the cache option.
How do they find out about it? Sites like this? And when some start-up pitches a product like that on this site, what do people say? "Slashvertisement". A product placement or startup interview isn't an "ad" in the traditional sense; but it serves the same purpose.
There's a difference between product information published because of its independently-assessed editorial value, and material pushed to you only because they offered to pay the publishers (the most). It's here the form of advertising called "PR" tries to work its magic.
I didn't RTFA but I'm thinking it's an oxymoron to expect less advertisement in the future.
mfwright@batnet.com
normally i would post this link...
http://gizmodo.com/study-people-who-point-out-typos-are-jerks-1767969516
for you but hahahhaha ya this is one case where a grammar/spelling comment is justified..looks like cellphone typing to me though.
Jack of all trades,master of none
A few years ago I used to visit Gametrailers.com daily.
One day I started viewing a trailer and I got a message that I must disable my ad blocker to continue viewing.
I'm fucking actively seeking out ads on my own volition and you're trying to waste my time with other ads I'm not interested in?
I stopped visiting that site then.
A few weeks ago I decided to check out what it looks like now, and apparently it redirects to a Youtube channel, I guess they couldn't make enough money pushing all those extra ads to maintain a site.
There are two kinds of ad. The first kind makes you aware of something that you didn't know existed and gives you information about the product. Not only are these useful, they're so useful that many people actually pay to receive them in various forms (trade magazines and so on). The second kind tries to persuade you to buy something that you probably don't need and wouldn't want without the advertising. These are the mental equivalent of punching someone in the face and the law ought to treat them as such.
I am TheRaven on Soylent News
Cease and desist these criminal activities, APK. You already know you are in violation of the Computer Fraud and Abuse Act and your persistence in this is involving us in your criminal acitivies along with damaging Slashdot as they constantly make the lameness filter more overbearing to deal with your spam.
Change is certain; progress is not obligatory.
Seriously, cease and desist these criminal activities, APK. You already know you are in violation of the Computer Fraud and Abuse Act and your persistence in this is involving us in your criminal acitivies along with damaging Slashdot as they constantly make the lameness filter more overbearing to deal with your spam.
Change is certain; progress is not obligatory.
Really, APK? Seriously, cease and desist these criminal activities, APK. You already know you are in violation of the Computer Fraud and Abuse Act and your persistence in this is involving us in your criminal acitivies along with damaging Slashdot as they constantly make the lameness filter more overbearing to deal with your spam.
Change is certain; progress is not obligatory.
You must cease and desist these criminal activities, APK. You already know you are in violation of the Computer Fraud and Abuse Act and your persistence in this is involving us in your criminal acitivies along with damaging Slashdot as they constantly make the lameness filter more overbearing to deal with your spam.
Change is certain; progress is not obligatory.
The entire advertising industry has no morals, no ethics, and adds literally zero net value to the consumer.
They're universally a pack of despicable lowlives who suck the joy out of life for others.
Over the course of time they have demonstrated the ONLY good they could ever do for society is to DIE A HORRIBLE AND MESSY DEATH.
Seriously, if there WAS no advertising industry AT ALL, the world would be a significantly better place.
Die, die die, go away, get lost, stop pushing your crap in my face! I'm sick of the very thought of your incessant bullshit, die!
Have you gotten MY message yet?
Visit CryptoGnome in his home.
Taken to it's logical conclusion, a single really quite good ad which everyone sees once and then gets on with their life.
I'm in.
Requiem for the American Dream
Maybe we just need a mod for spam. Then we can identify the spammers, and they might be filtered out to not be able to post anymore. What do you think about Ads for hosts file engines, and how we go about blocking such ads that are both offtopic and misplaced?
APK likes to ask for responses to the same things over and over. Maybe he just likes the responses?
Who cares about advertisers on the faucets websites?
People who use faucets care because the lack of topic makes it take longer to build enough credit for a single page view.
An advertiser on a site with a topic can assume that its readers are interested in the topic of said site. Therefore, an advertiser is willing to pay more on a site whose topic is related to what the advertiser sells than it would on a completely topicless site, making a faucet's inventory less valuable in revenue per page view. This means faucet users have to view several pages to earn an amount of cryptocurrency with a value equal to what an advertiser on a site with a topic would pay for a single page view.
Yup, more spam, asking questions already answered repeatedly. It is good to see you still are acting like a 5 year old asking "Why?".
APK likes to ask for responses to the same things over and over. Maybe he just likes the responses?