Media: Revolution pinpoints the Problem with Web Advertising

"The problem with internet advertising is the ads" by Thomas Ordahl on Revolution's website says just what needs to be said. Asking why does the most sophisticated communications technology suffer the most primitive forms of advertising, he recognises that most advertisers (or their agencies) have not understood how the Web is used. He then briefly explores the values that Google has adopted and how this has translated into their advertising policy.

'Google met the essential challenge - how to advertise without bothering its customers - by adapting to (rather than fighting) the use of the medium. It accepted that audiences want to be in control of their experience while exploiting a new advantage - it knows what its customers are looking for and looking at.'

He concludes: 'if all advertising is a mixture of entertainment and relevance, than online the balance must shift to relevance. Online people demand control and control, after all, is really just about getting what you want - and only what you want.'

This is a piece to distribute, whether advertising design is your responsibility, or just your headache.

Associated Link: Revolution: The problem with internet advertising is the ads

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