Web Advertising

You are currently browsing articles tagged Web Advertising.

The definition of advertising has gotten stretched in some weird digital ways lately and it is only getting worse.  When I received this e-blast yesterday from IBM company, Coremetrics, my head came very close to exploding in the style of David Cronenberg’s 1981 sci fi flick “Scanners.” There isn’t much that gets my attention in the way of templated assembly-lined e-mails, but this one broke through all the clutter. Unfortunately, it was not in a good way. This isn’t Big Blue’s finest hour.

Coremetrics confuses with this e-mail that has little to do with true advertising.

Coremetrics confuses with this e-mail that has little to do with true advertising.

The word, Advertising, drew me in strictly by way of association, because I am in the profession, and only because it was the largest font on the page. That’s not setting the bar very high. I skimmed the copy to see what Coremetrics was selling. The promise of a free white paper led me to the following instructive title: “Appropriate Attribution: Addressing the Dramatic Inaccuracies Associated with Last-Based Campaign Attribution in Digital Analysis.” Now, I admit I am not an online media metrics wonk, but I know a few and if they were ever confronted with this phraseology, their craniums would self-immolate, too.

Granted, complex tech topics depend on audience knowledge of industry trends, jargon, and conventional wisdom and methods. However, this is the very antithesis of what advertising and marketing stand for — copy and design working together to dramatically and effectively convey a single simple idea. Eventually, if anyone ever gets that far, there is a Voice of Reason web site that explains this e-mail campaign and the Coremetrics value proposition in great detail.

And that in a nutshell is my main gripe with online advertising — it may be measurable, it may be metrics-rich, it may be analyzable, but it is seldom anything I would describe as advertising.  Similarly, Google deserves special derision for naming its PPC program, Adwords. Random search words on a web page do not an ad make. They may fall under a marketing budget and they may generate a lot of revenue for Google, but they are not ads.

As the economy and business continue to flop around on the deck like a fish desperate for H2O, many companies (including some in the Fortune 500) seem to miss basic truths and common sense approaches. I recently saw the chief marketing officer of a large global chemical company proudly quoted about the transformation of his employer into a company now known for science instead of chemicals. The problem is that the products his company manufactures and sells are chemicals. The products that his customers buy are chemicals. He can market science all he wants, and thought leadership is important, but he ultimately risks confusing prospects.

As Coremetrics’ approach ably demonstrates, clarity is in short supply these days. I’ll take the measurability of a revelatory, idea-and-results-driven print or broadcast ad’s two-by-four upside the head Eureka moment over any click-through rate any day.

Tags: , , , , , , , , , , ,

The familiar AOL symbols when Aol was familiar

The familiar AOL symbols when Aol was familiar

I have to admit, I have had America Online frozen in time. The company that brought dial-up Internet and e-mail service to every household in the United States (even if you weren’t a customer, you received one of their membership kits on CD by mail) faded into obscurity thanks to broadband, Google, mobile, Facebook, Twitter, YouTube and a long list of other digital brands and technologies. Everyone can make that instant “You’ve Got Mail” leap to the not-very-distant past, but fewer and fewer of us visit America Online in our daily on line routines. I still have a free Aol e-mail account, but haven’t opened my mailbox in over a year, because I am frightened of being greeted by a 60 GB wall of spam.

Aol's ubiquitous membership kit markeing campaign

Aol's ubiquitous membership kit markeing campaign

That’s why I was surprised to get a call from my son who has had a part-time college and summer job with an online video syndication platform start-up called 5min Media. “Dad, Aol just bought my employer for a reported 65 million dollars.” I was stunned. I didn’t know that Aol still had 65 million dollars. And what were they doing buying a small firm with a more cleverly targeted variant of YouTube?
Turns out Aol has been on a shopping spree. They also purchased video creator and distributor Studio Now in January and IT news blog TechCrunch and Thing Labs, creator of social network content sharing software Brizzly in recent days. In addition, AOL has been hiring writers to focus on increasing the amount of original content on its networks. This all followed a serious stock price plunge and the decision to reinvent itself. I am increasingly intrigued by this storyline and wish Aol well. Large corporations that survive do so by keeping up with and hopefully starting new trends. It’s been a long time since people associated IBM with international sales of business machines. Or GE with light bulbs.

Project Devil is Aol's ambitious new approach to improve web advertising.

Project Devil is Aol's ambitious new approach to improve web advertising.

With all that news as context, I was not at all surprised to see a four-color Aol spread in Tuesday’s Wall Street Journal advertising a new direction for web advertising called Project Devil. Even better, it touched on a hot button of mine. The miserable advertising experience and canvas delivered by most web sites. Too many pages have been overseen by neither an art director nor a production manager. They look like they’ve been spewed out by a blender without a lid. Banner ads. text ads. Popups. Sponsor logos. Video clips. All splattered on the page, some blending with, and blurring the lines between, editorial and advertising content. Is it any wonder why no one gets excited about interactive ads, let alone interactive ad campaigns. Measurable, yes. Memorable, hardly.
Aol is attempting to pioneer a new direction with Project Devil. They have discovered the value of white space and a designer’s eye. They are presenting a new view that draws obvious lines between editorial and advertising And gives both room to breathe. So far, it is hard to tell how much of this is wishful thinking and how much is a deliverable universal format. Will this clean uncluttered approach be available only on the Aol network or will it be transferable to other sites and communities, too? The danger in this is that people will soon grow tired of a Project Devil web page, because it looks like every other Project Devil web page. At least for now, it’s a great new look and a bold new direction for Aol.

Tags: , , , , , , ,