Wednesday 15 July 2009

Why Advertising Is Failing On The Internet

.If I am eager to book a journey trip, I would be only too satisfied to see a relevant advert for an airline or a tour company on a page with a YouTube journey video.But I have never seen any journey adverts on YouTube.In fact only about 5% 0f YouTube videos carry adverts.And it is generally the least attractive videos that carry adverts.And the adverts are more often than not for junky American activity products.In TechCrunch, we read "Why Advertising Is Failing On The Internet" by Eric Clemons, Professor of Operations and Information Management at the University of Pennsylvania.(See: How can YouTube survive?)Clemons argues that an internet site, where the public can give their opinions, might provide us with very useful information that product X is good, but product Y is bad.Personal recommendations are better than garish adverts.Clemons claims we do not like online advertising, as it exists today.(Most adverts appear to have been designed by nasty people for nasty people.)One comment on a story about YouTube's advertising: "If advertising is complete one iota more intrusive, I shall use previous video sites instead."According to Professor Clemons: "commercial messages, pushed through whatever medium, in order to reach a potential client who is in the middle of doing something else, will fail".But, let's say I like to watch YouTube videos of a supporting nature.Pages with such videos could carry adverts for suitable books and previous products of a supporting nature.AND, I would be keen to click on some of those adverts.We suspect that the people in the advertising world tend to be all of one type, and they are not very good at getting their message across to most of us.~Microsoft regains Superbrands title from Google
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