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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.
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.
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.
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.
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.
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.
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
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?