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

How-to overcome sendentary lifestyle.

Some interesting points on overcoming sedentary lifestyle. There are many other routine ones, just try googling that. 1. Some not so routine tips on avoiding the sedentary lifestyle 2. Walking while talking on phone is a good way to get expressive and burn calories too. 3. Don't use the phone to call someone a short walking distance away. Walk and visit whenever possible. Same for grocery shopping. 4. Catch a different bus that makes you walk a bit more. You can catch a bus from a different stop, a little farther from your regular stop. 5. Pacing the length of the subway platform whenever the train/bus is late. 6. Dance Source: from various places on net
Post a Comment
Read more

Net Neutrality - Fight for free expression

The "Net neutrality" issue, where we fear networks/infrastructure providers will decide (euphemism for censorship) what customers will read/watch/listen/buy on net. Many of the features that we fear in the "Net-neutrality" have already been implemented across various other platforms like telecom. For example, my telecom service provider has blocked the competitors GPRS sites and also does not allow access to many other sites on Internet, from where the free goodies like mobile applications, software, games, wallpapers, tones etc can be downloaded. This leaves me with the only service provider for above products, the service provider himself. This is totally blocking my freedom and my right to choose. This is just a glimpse; with "Net-neutrality" issues at stake are enormous. There should be no way; any entity (maybe, other than individual governments.) should be able to determine what is accessible and what is not. :) Falkor
Post a Comment
Read more

Definition of Cult Stocks

From a blog: A classification describing stocks that have a sizable investor following, despite the fact that the underlying company has somewhat insignificant fundamentals. Typically, investors are initially attracted to the company's potential and accumulate positions in speculation that its potential will be fulfilled, providing the investors with a substantial payout. While most of these cult stocks promise they will be the next big story after they make a new discovery or get the newest contract from the government, most do not provide investors with anything other than the story. Furthermore, these stocks typically generate very little, if any, revenue at all. For example, many micro-cap biotech stocks are cult stocks. While they promise that they are going to be working on a miracle compound or drug, most of them do not have any source of income as they slowly burn away their initial capital in research and development. However, some cult stocks do occasionally make good on...
Post a Comment
Read more