Creativity vs standard ad unit
ADOTAS — Standards for ad units, such as putting banner ads at the top, might have to change as the online advertising industry struggles to move forward.
The question is how much can it change without annoying users. Gawker Media seems to be doing well by allowing takeover advertising, and others believe online ads should have more creative input rather than being decided by media planners and publishers. Randall Rothenberg, Interactive Advertising Bureau president and CEO, said at the annual meeting last week that standard designs for web pages may need to be revised.
“Creative agencies were absent,” Rothenberg told Mediaweek “You didn’t have the right people in the room.” Lately, many have wondered, “Have we designed the medium in a way that makes it appropriate and useful for the craft of persuasion?”
The IAB has formed a 12-member board of agency executives focused on improving Web creative.
David Payne, CEO of ShortTail Media, at the IAB meeting also added that it was time to stop making every decision based on user experience. He wants a standard, home-page-takeover-type unit that will appeal to brand advertisers. That proposal was aimed at combatting an overabundance of supply, low pricing and bad creative.
I believe independent sites will become test cases. Right now, the standards are safe and comfortable, though not as profitable as they once were. No one wants to take the chance of being out front and sending users elsewhere.
– Express your opinion, comment below.
Reader Comments.
Coming from an advertising/marketing background, I hear, loud and clear, what the advertisers are saying on this issue.
However, visitors to publisher’s sites are NOT coming for the ads. They are coming for the content. If the ads become so obtrusive, so prevalent, so overbearing, no matter how delightfully creative they are, visitors will get annoyed and stop coming. Publishers will be up the creek as traffic dwindles. Advertisers will pull their ads due to lack of eyeballs and where will that leave everyone? The cliche “behind the eight ball” comes to mind.
I believe that the IAB, ad agencies and Publishers all need to participate in these talks, with the ultimate caveat being — visitors come to sites for the content, not for the ads. If you want uniques to continue to frequent sites and absorb the advertising, the advertising must be integral to the site and not overwhelm it.
Linda Marshall-Smith
Soapdom, Inc.
Linda,
It’s true. I’ve gone to some sites that have ugly ads all over, and it hurts my eyeballs.
But what about the homepage takeover ads? Is there a difference between a user saying he/she doesn’t want obtrusive ads to that same user leaving because of it?
Leave a Comment
Article Sponsor
More News
Spotlight
Six Mistakes You’re Making with Landing PagesADOTAS — Landing pages represent the tipping point for affiliate marketers. When a potential customer reaches a landing page, he [...] more...
Latest News
- Breaking: VivaKi and Mass Relevance Announce Partnership June 17th 2013 AUSTIN, TX, June 17, 2013 (ADOTAS) – VivaKi, a global [...] more »
- Video: Small Business Should Visualize the Use of QR Codes June 17th 2013 ADOTAS — Once upon a time, and not so long [...] more »
- Adotas Poll: Cookies Dominate on Desktop June 17th 2013 ADOTAS — In last week’s Voter Booth, we asked our [...] more »
- Facebook Unveils #Hashtag Strategies for Advertisers June 17th 2013 ADOTAS — After months of speculation, Facebook has finally announced [...] more »
- Can Programmatic Buying Save Traditional Media? June 14th 2013 ADOTAS — Netflix, Hulu, YouTube, Pandora, Spotify … these services [...] more »
- WATCH: 7 Days of Creative Inspiration from Cannes Lion June 14th 2013 ADOTAS — Cannes Lions is underway. The International Festival of [...] more »
- VIDEO: Be On Integrates Emotion Measurement Platform Into Branded Video Campaigns June 14th 2013 LONDON, June 14, 2013 (ADOTAS) — Be On, AOL’s global [...] more »
Features
- Video: Small Business Should Visualize the Use of QR Codes June 17th 2013
- Facebook Unveils #Hashtag Strategies for Advertisers June 17th 2013
- Can Programmatic Buying Save Traditional Media? June 14th 2013
- WATCH: 7 Days of Creative Inspiration from Cannes Lion June 14th 2013
- Lost in Translation: Bridging the Chasm Between ‘Search Engine’ and ‘Marketing’ Through Entity Ads June 13th 2013
-
Loading ...
Reader Favorites
Classifieds
- Marketing Research Analyst
- Director of Business Valuation - Financial Advisor
- Digital Project Manager
- Director of Business Valuation - Financial Adviso
- Business Solutions - CRM Pre-Sales Architect - Tec
Recent Comments
- Amit Goswami: Success of display programmatic IO is built on matured interoperable audience targeting standard. It wont
- Tom: Great infographic! Informative and fun.
- The Pageview Industrial Complex - Marketing Talent Inc - Marketing Talent Inc: [...] eye-tracking advertising test to date has demonstrated that consumers have developed a keen “banner
- clypd discusses challenges with cross-channel attribution | clypd: [...] Conversion Attribution In Cross-Channel Marketing: Giving Credit Where Credit Is Due [...]
