Internet Ads: Annoying or attentive?
According to the Associated Press there is a new problem in the online world. The online companies and websites are trying to develop a way to show online ads in a "TV" manner, while not loosing the targets attention. The problem seems to be that the audiences are skipping the ads or just disregarding them. The budget for these ads though is not as high as one may think and the increase in online watching is causing a need for increase in the budget.
"Spending on online video ads represents less than 4 percent of all Internet advertising and just 1 percent of the amount spent on TV, according to eMarketer. But growth is expected — with the research firm forecasting U.S. spending more than tripling to $4.3 billion in 2011 — especially as more viewers embrace full-length TV episodes and other video online."
Companies are trying new approaches besides the normal video ad that one is forced to watch; (these companies make it so one cannot fast forward through the ad on the tool bar.)
They are making the ads more innovative and interactive for the viewer, making a better lasting impression.
For example, Taco Bell ran an ad that was a virtual tour photo shoot.
And YouTube and AOL have created overlay ads that if clicked on, pauses the video; but if not touched again are closed and the video starts again.
They are also trying to make the ads shorter, hoping the audience will not mind a 15 second clip versus a 30 second clip.
These companies hope that these types of ads make the audiences more interested in their pitch than annoyed.
The viewer's control seems to be the key issue that it comes down to in this case. I think that viewer's should be able to decide if they want to watch a particular ad, but companies also need to get their pitch in so it is a touchy subject. I think that if ads were placed less and were shorter people would not mind watching them as much.
What are your thoughts? Are internet ads effective in your case or just annoying?
posted by ryguy8708 @ 7:24 PM
4 Comments
4 Comments:
Most of the time, internet ads aren't effective for me. The one form that I can say has made an impact on me are ads that appear on ABC.com and NBC.com as you watch TV episodes online. The show will start out by saying "The following episode is being shown with limited commercials by:" And they state the sponsor. Some of the ads are really clever. During the "commercial breaks" you have to wait 30 seconds until you can continue with your show so some of the sponsors will create several videos for you to pick and choose from. Comfort Inn was one that I remember pretty well. They had about 6 spots you could watch that showed people outside their comfort zone. They were funny and sometimes I went past the 30 second mark just flipping through the different videos. Other than that, pop ups and banner ads don't do much for me!
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Simply put, there is no doubt that advertising is headed towards an "internet-age". The world wide web is quickly becoming the future of communication (some new info in case you might have been living in a cave for the last decade) Whether or not internet ads are within people's comfort zones does not matter. As consumers spend more and more time listening to the radio, playing video games, and watching TV over internet, the clearer it becomes that any media planner investing all their efforts on traditional mediums will be left in the dust. Although much of the world hasn't yet become accustomed to advertisers taking over their laptops, the people of the earth should heed these words.... it is inevitable.
After all, how do you think that NBC was able to pay each "Friend" one million dollars per episode?
I don't believe it was from merchandise sales.
I think that internet Ads are very annoying espescially the ones that pop up. I think like if the Ads aree to the side and they catch your attention thats fine. And sometimes its hard to distinguis between Ads and viruses.
Legit sites that might have the ads previewed and change ever couple seconds are good. If Ads are target to an effective target site then Ads have a good chance of drawing in there Target Audience.
Facebook is one of the very few sites that I actually open Ads to the side because it caught my attention. Also if the Ad is promoting an item, having promotion online savings is a good way instead of bland Ad.
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