Wednesday, March 19, 2008

Changing how we think about online advertising

If you have anything to do with online advertising, here are a couple of recent pieces that may cause you to rethink the subject.

It starts with a report from Ad Age, Think Different: Maybe the Web's Not a Place to Stick Your Ads . It turns out that internet users are pretty good at ignoring banner ads, and as Jakob Nielsen said a decade ago, "The basic point about the web is that it is not an advertising medium. The web is not a selling medium; it is a buying medium. It is user-controlled, so the user controls, the user experiences."

As Techdirt summarizes in Advertising Is Content; Content Is Advertising, helpful content on a business website can advertise that company, and to get noticed, advertising has to offer something to the viewer (ie, content).

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