Online advertising: think 360
From Australia, a new study by iFocus, web users are ignoring online ads because they are annoying and bear little relationship to the content they are reading. An article on Bandt (reg. req.) points out very often online ads aren’t creative enough to grab people’s attention, also most of them are totally out of context and therefore unable to generate any interest in the reader.
Quite strong points against online ads. In my opinions, the critics actually don’t affect only creative production but also media planning. Of course in order to serve content specific ads you need a proper infrastructure behind, but still we cannot only blame technology if ads don’t deliver results. Once again it’s about thinking of online advertising from a 360 perspective: creativity, technology, planning and last, but not least, it’s about asking ourselves the fundamental question “what’s the value for the final consumer“?