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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 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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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.
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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.
The McRib is a classic example of something that is really popular, but limited term item on the menu. It is that way on purpose, because scarcity creates a subconscious desire. I know people who do not eat at McD's at all, except when McRib is out. Then they eat there all the time, not just for McRib. It is really weird when you think about it.
Agent K: A *person* is smart. People are dumb, stupid, panicky animals, and you know it.
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.
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.
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
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)
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.
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.
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
The McRib is available when the price of pork is low. You aren't getting premium meat in there and they aren't willing to raise the price. The scarcity angle is just a positive side-effect.
const int one = 65536; (Silvermoon, Texture.cs)
SJW, n: "Someone I don't like, and by the way I'm a fuckwit" - AC
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"?
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.
In theory, you could use YaCy and adjust the algorithm yourself. Self-hosting my search is still on my "to-do" list (not my "done" list), though.
"[Regarding the 'cloud,'] ownership was what made America different than Russia." -- Woz
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.
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?