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AdvertisingAdvertisingPosted Jul 30, 2002 18:10 UTC (Tue) by crow (guest, #96)Parent article: LWN status update I would like to think that you could be supported by advertising, but obviously this is not that case. On the other hand, I've always thought that web advertising was lacking in some key areas: First, if you look at other media, much of the advertising is brand awareness and reinforcement: Did somebody say McDonalds? Drink Coke! Just do it. I never see those as web ads. Why not? The Web is acting as a substitute for traditional media for many people (not a total substitute, but multiple studies have shown more web use correlates with less TV). Companies need to be looking to the Web to reinforce their brands. Second, web advertising is too easy to ignore. If there are banner ads, you scroll them off the screen. If there are pop-ups, people get annoyed, and you get a backlash. Ideas for new advertising methods that work need to be explored. One that I just had (which I should probably shut up about and patent) is watermark background images. You could plaster a logo behind the content, with a traditional banner ad for any who want more information. Third, web advertising is too fragmented. As much as I hate Double-Click (and I've blocked them in my /etc/hosts), they've got the right idea. Companies don't want to deal directly with hundreds of separate web sites. They want to deal with one broker that will get the ads all over the net. Frankly, I think this is your biggest problem in getting non-targeted advertising; currently there are more web sites selling than advertisers buying. Hopefully that will correct in time. Well, those are my thoughts. They're probably not too helpful or anything you hadn't thought of, but it might be an interesting discussion.
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