Skip to main content

Next Gen Ads: Are not even ‘Ads’

All advertising are interruption in some way.

The strategy is to try and get your message across between something very interesting. The idea is that viewers would continue to watch the interested program hence will bear through the interruption.

In the environment of no options, viewers had no choice but to bear it. Remote became essential when the multiple options emerged. They did not have to bear it any longer. The same is true of other medium like radio.

The print or static ads which are strategically placed cannot be negated by viewers or an unwelcome pop up ad when browsing with a definite purpose or provocatively posing models staring us down from hoardings. But with the concept overdone, the fatigue set in.

Then the contextual ads were invented. What they did was to play something very close to your interest based on the subject you are viewing. Was that new? No. Televisions have used this for a long time. The Nike, Adidas and Reebok ads during sports are contextual. Earlier "contexting your message" was offline and was not enabled real-time, but now it is enabled for online advertising. The basic premise is to assume you would be interested in such and such product because you happen to be in related place. Idea is to pop the right question at the right time.

So, where and how do marketers market? Fundamentally, any business exists because it has something that can be useful. And that is perhaps the Only opportunity. For a consumer the only person worth being interested about is "Me". Its a Me-centric world. World and the planets revolve around Me.

Contextualizing "Me"

Context Me. The best way to reach me is to "Context Me". Can you tell me your offers and ask me your questions that I will find relevant. If it is contextualized to Me, its not interruption.

Can you take Me and my plans from my To-do list, my blog posts, my tweets and my stated interests and come up with a strategy of offering me something relevant. Can you tell me what vacation offers you have, now that you know one of my to-dos is to take a vacation? Can you tell the most interesting thing without interrupting, which in many ways means making your message easily expendable? If your message too much of customer's resources then you are interrupting. You have a fraction of moment to convey your message and something that would interest me. Don't hog the entire screen-space.

As long as marketers are less intrusive and obtrusive, everybody would do well. New technologies will play a great role in stopping interrupters and promote contextual.

Labels:

Comments

Post a Comment

Popular posts from this blog

Cognitive rules of business presentations

In his recent book, Clear and to the Point, Kosslyn explained that the four rules of PowerPoint are: The Goldilocks Rule, The Rudolph Rule, The Rule of Four, and the Birds of a Feather Rule. Here's how they work. The Goldilocks Rule refers to presenting the "just right" amount of data. Never include more information than your audience needs in a visual image. As an example, Kosslyn showed two graphs of real estate prices over time. One included ten different numbers, one for each year. The other included two numbers: a peak price, and the current price. For the purposes of a presentation about today's prices relative to peak price, those numbers were the only ones necessary. The Rudolph Rule refers to simple ways you can make information stand out and guide your audience to important details -- the way Rudolph the reindeer's red nose stood out from the other reindeers' and led them. If you're presenting a piece of relevant data in a list, why not mak...
Post a Comment
Read more

Monetary inflation, Spiritual devaluation

Its been sometime I have been trying to make some special people understand the evils of inflation. Inflation is an abstract subject most of us dont know about, let alone understand the technicalities amidst jargons. I have in my previous post have briefly touched the social part of inflation but never in a concentrated way. I understand what my friends mean when they say "tell me in layman’s language." It is not a heartening sign, that they avoid technicalities. But it could well be that knowing where they stand, their role and understanding the social changes in the light of inflation may motivate them to understand the term "inflation." This is just to highlight the brief points. First and the foremost, is there any link between inflation numbers and society. Yes. The relation is same as the relation between society and money. What is money? Money is an easy means of exchange. If I am selling my horses to a pig-farmer and I am not interested in taking pigs in ret...
2 comments
Read more

Unprecedented External Demand Shock Underway

India’s export growth averaged 24.8% over the last three years, driven by strong global growth. However, over the last three months, export growth has decelerated sharply. While until recently the strong demand from emerging markets including Latin America, Emerging Europe, the Middle East and Africa ensured that export growth remained healthy, over the last three months disruptions in the macro environment of these economies have been evident. Apart from weakening demand, exports have also been affected by the lack of availability of foreign trade credit and inventory liquidation. India’s exports declined by 12.1%Y in October 2008 compared with 10.4% in September and 26.9% in August. While we expect some improvement in the second half of 2009, exports are likely to be unusually weak over the next six months. We now expect exports to decline by 5.3%Y in 2009 compared with 12.7% in 2008 (estimated) and 23.1% in 2007 Excerpt source
Post a Comment
Read more