Re: UKNM: AdFilter - The death of ad-banners?

[Stefan Magdalinski]

manoupostmaster [dot] co [dot] uk

 wrote:

> 

> Philip:

> 

> I whole heartedly agree on your conclusion regarding ADfilter.  The case

> here is highlighted by one very important factor that does not exist in

> such rapid form in traditional channels: interactivity.  With eCommerce

> being acknowledged by many as the 'real' way to make money, online sales

> will suffer if ADfilter takes hold.  Additionally, banner advertising in

> general will also suffer, especially at a time when banner advertising

> income models are changing, (eg. clickthroughs are fast becoming uselss as

> a sales pitch), and interactivity is deemed as the best way to get user

> attention.  In conclusion, the average punter is unhappy about two things:

> intrusive advertising and slow Internet service.

> 

> If users are educated well by the folks at ADscience, that "ADfilter saves

> you valuable time, money and sanity"...we are in trouble.  On the other


Does anybody want to actually try and refute the argument? Adfilter DOES

save you all those things.


> hand, if we start getting truly creative (re: interactive) with banner

> advertising - we can override the Adfilter threat...finally, with


No, screw banners. They don't work, and will become less effective as

time goes on. Build content that sells brands. Build things that people

want and enjoy using, and use that to promote your other products and

services. 


I firmly believe that sponsorship and co-branding are the closest

old-media analogies for what will work in this medium, not tiny

classified-size ads).


Some examples:


www.upmystreet.com (no modesty)


www.olsen.ch


www.directdebit.co.uk (the dream interpreter)

mortgage calculators, widgets, games. statistics, amusements. 


Or sit back and relax in the knowledge that most users won't install it.

But then, as Lowe Howard Spink pointed out, it's exactly the ones you're

after (affluent and educated) that are most likely to be avoiders.


It just seems to be that it's the wrong question being asked. It's not


"How do we inflict our ads on those nasty avoiders?"


but


"What is wrong with what we produce that people hate it so much, and

what could we give them that they like?"


perhaps I'm a little naive, but I don't believe it has to be a war. 


Stefan


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