Home  › Media › Media Buying

Old-Mind Advertising

  |  September 14, 2007   |  Comments

How can video advertising evolve past the ham-fisted advertising tactics of old?

It's another day on the Internet and yet another form of ad monetization has reared its ugly head.

You Tube recently launched its InVideo advertising solution to a resounding dull clang of dissatisfaction from the exuberant masses who consume hours of content on the beloved Web site.

It's not hard to see why. And in the interests of full disclosure, I do work in online advertising, yet I think it's really kind of hard to love this solution.

Don't get me wrong. For some, loving advertising is like loving tax preparation. YouTube's solution isn't easy to understand in the context of how it's used with content. The relative context of application, if you will.

Specifically, hearing a lo-fi video defense of a pop star is bad enough, but when it's shrouded with a slick transition to the ad message, it all seems a brash and out-of-place marriage of elements.

This blight-on-blight online advertising solution is only the most recent. There have been many others before, and rest assured there will be more in the future.

It makes me wonder why we keep coming up with the same solutions to monetize this relatively new medium. Can't we get a little more creative? Or are we destined to a downward spiral of repeating the same advertising model on everything we do?

Make the logo bigger. Stick a special offer in at the end. Repeat. Yes, these forms of advertising are familiar, like a comfy old chair, but old and comfy can get stinky after a while.

In their book, "New World New Mind," Robert Ornstein and Paul Ehrlich point out, "Human judgment and humanity's ability to deal with the consequences of its creations lags behind its ability to create."

Bad times at any company's online solutions division lie ahead.

We constantly trying to innovate, yet we don't slow down our minds (or our development cycles) to really contemplate the impact of our work. It's a truly vicious circle.

We develop measurement criteria in the same way. Often, these two crimes combine to provide poor ad solutions and mishandled performance valuations.

In a competitive industry, yes, time is money. But ignorance wastes time, money, and a user's interest in your brand. I'd say the last is much more costly.

Damning as that may sound, it's been true for quite a while. Did anybody ever think the floating rich media ad would dominate the online advertising industry forever?

For that matter, the lovely and controversial You-Tubian solution for integrating advertising into its spectacle of video content shares the same future.

Lest we forget, the practice of inserting :15 spots before and after video content that floods the news became the new hair extension for a thinning and expensive media market. Truly, to think an online spot can be included in overall television rating points (TRPs), regardless of screen size and format, is unfathomable.

But as bad as it sounds, there's hope for an industry known for interrupting viewers' valuable time (and being the spawn of Satan).

There are ways in which we can rethink this whole ad thing. First, we must ask ourselves a few questions: Why must an ad follow a traditional story arc? Why do we need to assume users must understand everything they see? Why do we need comedy to make a viewer remember an ad? Why can't the user have several available options and interactions?

For the disbelievers who think we've done a great job making all this online ad stuff and everything is just fine, perhaps you need a little mental checkup.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Dorian Sweet

Dorian Sweet is the vice president and executive creative director of GSI Interactive who leads strategic development and innovation in online advertising, Web development, e-commerce, and customer relationship management programs. His work has brought award-winning online solutions to such clients as Clorox, Miller Brewing Company, GE, Visa, eBay, British Airways, Wells Fargo, Discovery Networks, Motorola, Kodak, Sears, 20th Century Fox, and others.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...