Art for Ads' Sake

  |  May 14, 2007   |  Comments

Eyebeam, the non-profit group that promotes "shopdropping" -- a tactic used by artists and activists to clandestinely place objects in retail stores -- is out with ad-blocking software that substitutes art images for banners and tombstones. The software is a version of "Adblock Plus" that works with Firefox to sub in unspecified art for ad placements

Eyebeam, the non-profit group that promotes "shopdropping"
-- a tactic used by artists and activists to clandestinely place objects in retail stores -- is out with ad-blocking software that substitutes art images for banners and tombstones.


The software is a version of "Adblock Plus" that works with Firefox to sub in unspecified art for ad placements. A New York Times story on the effort included comments from Web site owners lamenting the fact that someone has to pay for content and ad blocking robs sites of this ability.


Some types of ads, e.g. pop-ups, are offensive to most consumers, the majority of whom use blocking browsers and plug-ins to supress them. This has helped keep the level of pop-up and pop-under ads to 6 percent of total impressions, about where it was four years ago, says Nielsen/NetRatings.


The good news for advertisers is that by eliminating the most annoyed consumers from the pool, effectiveness of ads has risen. Eyebeam's software may contribute to that effect, but it doesn't take an advanced degree in mathematics to realize there must be diminishing returns. After all, as the number of consumers who use blockers, art-related or otherwise, climbs to 100 percent, Internet ads as we know them will no longer exist.


But given the power of the Web to target users, and indeed to deliver ads and offers that many of them want and seek, no doubt other ways to get the message out will materialize.

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, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...