Monday, December 7, 2015

Advertising and Content

Today’s New York Times article calls online advertising “maddening”: http://nyti.ms/1OKIwCm.  The article outlines the many ways that advertisers and media properties are trying to force people to watch ads before accessing media content.

Trying to come up with more ways to force people to pay attention to ads is not the answer.  Truly creative marketers are identifying better ways to engage consumers with their brands.

As a cat lover, I will voluntarily spend three minutes with “Dear Kitten” videos (http://bit.ly/1Q3jADK) and at the end of that three minutes feel good about Friskies.  But those warm feelings don’t carry over if Friskies tries to block my access to content at sites that I visit looking for news.

Why would either Atlantic or Airbus think that an annoying full page video add blocking access to the magazine’s content and targeted at the “elite few who are in the market for planes” was a good idea?

Will this kind of advertising survive?  Or is it just a last-gasp attempt to keep the link between media content and marketers alive? 

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