CRAPADS Reminds Us What Online Ads Are Really About: Clicks
ADOTAS – An odd email showed up in my inbox yesterday titled, “Clicks are still king!”
The press release linked to the website for the Council of Responsible Advertisers Promoting Accepted Digital Solutions — yep, CRAPADS — which promotes the “highest possible standards for the lowest common denominator” and urges visitors to “resist the decadent allure of modern advertising.”
Apparently the council is running a new campaign to promote the “beauty and effectiveness” of traditional banner ads, which Chairman Charles Letchwell commented are as reliable as a Toyota. (Ouch.) They’re better suited for “real Internet people,” he informed in a video (see below).
On rich media ads, the council asks, “What if your monitor can’t handle all the action?” Indeed — I’ve wondered that many times myself, even calling her up in the middle of the night and screaming, “For God’s sake, woman, don’t stare directly at the Internet!” CRAPADS also told me that scientific studies have shown that rollover ads can cause a viewer to skip a heartbeat. Great Scott!
I tried calling (504) CRAPADS for more information, but it turned out the council’s crack team was too busy churning out creative banner ads that would maximize the number of clicks to pick up the phone. I’ll try again later, but their diligence impresses me.
Perhaps the display industry, so obsessed with behavioral targeting, rich media and dynamic ads, has lost its soul somewhere along the line… Perhaps we’ve forgotten what digital advertising is really about: clicks.
Reader Comments.
This is a lame Pointroll PR effort. If this goes viral then clearly the industry is in greater trouble than we all were thinking.
You know what else is lame? Anonymous critics.
i’ve been wondering who’s behind this. Is it really Pointroll?
PointRoll… pffft. They’ve got all those fancy creative formats and crazy “engagement” metrics. Businesses need to forget all that nonsense and focus on Clicks per Banner (C/B).
I got a kick out of this. Kudos to Pointroll for having a sense of humor and the resources to share it.
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