Failure Of Web Advertising
We're about 15 years into the internet revolution as a mainstream phenomenon
and by any measure internet advertising has to be deemed a major failure.
While the web itself has been a massive success (influencing virtually every
aspect of our lives) advertising on the web is mostly a bad joke.
Fifteen years into its mainstream life, television had created scores of
powerful consumer-facing brands.The only truly powerful brands I can
think of that web advertising has created are native web brands like Google,
Yahoo, Amazon and Facebook. It's as if the only brands television was good at
creating were CBS, NBC and ABC.After 15 years, can anyone name even
ten serious non-native consumer-facing brands that have been created
primarily by web advertising? Is there a brand of coffee, butter, beer, bread,
chicken, gasoline, soda, peanut butter, dog food, milk, tires, potato chips,
life insurance, lawn mowers...don't make me go on, you get the point...that has
been built primarily by web advertising? Display advertising is a joke.
Remember just a few years ago when they were selling us banner ads on the
promise that "interactivity" would make these ads so much more efficient than
traditional ads? Then they started measuring them and found that fewer than 2
people in a thousand were clicking. Oops.Now they're making the same
lame "branding" argument for online display ads they made against
traditional print ads. However armed with the proper understanding of the meaning of interaction,
properly executed, the web can be made to achieve everthing you have ever wanted!
We're about 15 years into the internet revolution as a mainstream phenomenon
and by any measure internet advertising has to be deemed a major failure.
While the web itself has been a massive success (influencing virtually every
aspect of our lives) advertising on the web is mostly a bad joke.
Fifteen years into its mainstream life, television had created scores of
powerful consumer-facing brands.The only truly powerful brands I can
think of that web advertising has created are native web brands like Google,
Yahoo, Amazon and Facebook. It's as if the only brands television was good at
creating were CBS, NBC and ABC.After 15 years, can anyone name even
ten serious non-native consumer-facing brands that have been created
primarily by web advertising? Is there a brand of coffee, butter, beer, bread,
chicken, gasoline, soda, peanut butter, dog food, milk, tires, potato chips,
life insurance, lawn mowers...don't make me go on, you get the point...that has
been built primarily by web advertising? Display advertising is a joke.
Remember just a few years ago when they were selling us banner ads on the
promise that "interactivity" would make these ads so much more efficient than
traditional ads? Then they started measuring them and found that fewer than 2
people in a thousand were clicking. Oops.Now they're making the same
lame "branding" argument for online display ads they made against
traditional print ads. However armed with the proper understanding of the meaning of interaction,
properly executed, the web can be made to achieve everthing you have ever wanted!
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