OK look I know times are tough and we are all looking to fill up every possible revenue stream available but the whole advertising over content is not only annoying but utterly ineffective. The goal of advertising is to tap into an emotion, lay an image and message on top of that and allow it to resonate enough so the consumer will reach for their wallet.. The emotion your associating with your product is ANNOYANCE and ANXIETY. You've become the c@ckblocker. Post Tivo its bad enough we now have to sit through a commercial that we cant fast forward. If that was all it was I'm sure we could begrudgingly live with it since its usually when we grab a drink, shuffle some paper or do anything not to be marketed to in that moment. The bigger issue is when you advertise OVER the actual content we are watching. While I was looking for a Beyonce performance I had to look to find one that was clean. Some had 3 ads with "click here" buttons that blocked over 40% of the screen. Who's idea was this? Imagine listening to the radio and every 10 seconds an ad for the latest erectile dysfunction miracle pill played directly over the track? The lesson that seems to be taking a long time for advertisers to learn is that not all impressions are good impressions and spreading your message over the top of an annoyed public probably ain't the move..
Sunday, February 7, 2010
Dear You Tube and its advertisers
OK look I know times are tough and we are all looking to fill up every possible revenue stream available but the whole advertising over content is not only annoying but utterly ineffective. The goal of advertising is to tap into an emotion, lay an image and message on top of that and allow it to resonate enough so the consumer will reach for their wallet.. The emotion your associating with your product is ANNOYANCE and ANXIETY. You've become the c@ckblocker. Post Tivo its bad enough we now have to sit through a commercial that we cant fast forward. If that was all it was I'm sure we could begrudgingly live with it since its usually when we grab a drink, shuffle some paper or do anything not to be marketed to in that moment. The bigger issue is when you advertise OVER the actual content we are watching. While I was looking for a Beyonce performance I had to look to find one that was clean. Some had 3 ads with "click here" buttons that blocked over 40% of the screen. Who's idea was this? Imagine listening to the radio and every 10 seconds an ad for the latest erectile dysfunction miracle pill played directly over the track? The lesson that seems to be taking a long time for advertisers to learn is that not all impressions are good impressions and spreading your message over the top of an annoyed public probably ain't the move..
