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We Are Social - Advertising 2.0

Online advertising – is it good enough?

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The IAB's head of marketing, Kieron Matthews:

“Is it good enough?” is clearly a question that is not being asked enough.

Too much average work is being produced which has catastrophic effect on results, consumer outtake and overall perception of the industry. I’m not talking about home-made ads either; I’m referring to proper grown up brands where advertisers have invested money. With display enjoying the second largest share of all online advertising expenditure there really shouldn’t be any excuses for the lack of creative consistency.

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Published Nov 21 2007, 12:47 PM by Robin Grant

Filed under: online advertising

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Comments

by TONY ATTWOOD

November 21, 2007 3:31 PM

The problem is that there is a strong feeling of either a) let's do what everyone else does or b) let's be different There's far less work involving a basic theory of how people view adverts, and what makes them respond. Their are ideas, but no strong theoretical model and no scientific testing. Those of us who put together the Standard Theory of Direct Mail 2 years ago have benefitted enormously because we can now test all direct mail (and a lot of email) against the model, and the predictions always hold up. But most creative people in direct mail still ignore the model, and in other fields there is no model. How many creative people in advertising actually know anything about the psychology of perception, for example, and yet without that knowledge it is hard to predict what effect your new idea will have.

by Gregory Allan

November 21, 2007 4:54 PM

I'm totally with Tony on this. Advertising online is more psychological than any other form of advertising. It is not the passive media it was 10 years ago and it has become more about people interacting than the electronic equivalent of looking through a magazine. What’s more is people have become savvy to advertising and don't want their interaction interrupted, it’s the equivalent of butting into a conversation. I do not understand the point of things like banner advertising anymore if I click on 4 banners a year it’s a lot and I'm a heavy internet user. Advertisers need to forget about the internet and the technology for a second and look at the people using it and what happens to their message once those people have hit the off key on their workstations.

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