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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.

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