Comments on: on banner advertising http://www.cheezhead.com/2007/08/20/on-banner-advertising/ Insight and opinion from the world of employment. Sat, 19 Jul 2008 15:20:38 +0000 http://wordpress.org/?v=2.5.1 By: Laura http://www.cheezhead.com/2007/08/20/on-banner-advertising/#comment-45317 Laura Thu, 23 Aug 2007 00:13:04 +0000 http://www.cheezhead.com/2007/08/20/on-banner-advertising/#comment-45317 Hi Joel, While I agree with most of your points, I'd say that most of the responsibility falls on the ad agencies and advertisers. The MySpace implementation is most likely a result of purchasing all the inventory on the page and then synchronizing the ads. The same exact experience could easily have been done on the Star Tribune web site by purchasing all the ad space instead of just the wallpaper ad. It's just that State Farm has a media planner and creative team that is providing an extremely creative solution that is a good use of the space. Many publishers have the same types of advertising placements, it's what we do with those placements that can either make them annoying or enjoyable. But if publishers waited for great creative, they'd probably go out of business. I think it is the ad industry that needs to step up and start thinking about the ad/brand experience. Hi Joel,

While I agree with most of your points, I’d say that most of the responsibility falls on the ad agencies and advertisers. The MySpace implementation is most likely a result of purchasing all the inventory on the page and then synchronizing the ads. The same exact experience could easily have been done on the Star Tribune web site by purchasing all the ad space instead of just the wallpaper ad. It’s just that State Farm has a media planner and creative team that is providing an extremely creative solution that is a good use of the space. Many publishers have the same types of advertising placements, it’s what we do with those placements that can either make them annoying or enjoyable. But if publishers waited for great creative, they’d probably go out of business. I think it is the ad industry that needs to step up and start thinking about the ad/brand experience.

]]> By: Toby Dayton http://www.cheezhead.com/2007/08/20/on-banner-advertising/#comment-44983 Toby Dayton Mon, 20 Aug 2007 19:09:31 +0000 http://www.cheezhead.com/2007/08/20/on-banner-advertising/#comment-44983 Thanks for the comments on the post, and I couldn't agree more with your analysis. Advertising, if done well, can be terrifically enjoyable and entertaining. Most of the time, with any type of decent targeting, advertising can be informative and helpful. As you rightly point out, there are plenty of media vehicles where the advertising constitutes a meaningful portion of the overall value proposition and some advertising that I would classify as content as much as the actual content itself. One of my favorite nights of the year is going to see the British Television Advertising Awards at the Walker Art Center in Minneapolis. Imagine paying money for the privilege of sitting through 90 minutes of commercials! It's worth every penny, and every year, I leave that event lamenting the fact that American advertising is, for the most part, horrendously boring and uninspired. And when it is done poorly, being devoid of any creativity, thought, or consideration for the audience, advertising can be extremely aggravating. Not only is the advertiser creating a negative impression in the minds of its target audience, but the media vehicle itself suffers as well. Sadly, far too few media companies pay close enough attention to what their advertisers are doing to their product. Thanks for the comments on the post, and I couldn’t agree more with your analysis. Advertising, if done well, can be terrifically enjoyable and entertaining. Most of the time, with any type of decent targeting, advertising can be informative and helpful. As you rightly point out, there are plenty of media vehicles where the advertising constitutes a meaningful portion of the overall value proposition and some advertising that I would classify as content as much as the actual content itself. One of my favorite nights of the year is going to see the British Television Advertising Awards at the Walker Art Center in Minneapolis. Imagine paying money for the privilege of sitting through 90 minutes of commercials! It’s worth every penny, and every year, I leave that event lamenting the fact that American advertising is, for the most part, horrendously boring and uninspired. And when it is done poorly, being devoid of any creativity, thought, or consideration for the audience, advertising can be extremely aggravating. Not only is the advertiser creating a negative impression in the minds of its target audience, but the media vehicle itself suffers as well. Sadly, far too few media companies pay close enough attention to what their advertisers are doing to their product.

]]> By: Ragin' Cajun http://www.cheezhead.com/2007/08/20/on-banner-advertising/#comment-44982 Ragin' Cajun Mon, 20 Aug 2007 19:06:26 +0000 http://www.cheezhead.com/2007/08/20/on-banner-advertising/#comment-44982 Dayton's own site, JobDig.com, serves up banner ads that are questionable. Visitors see ads from Sirius, Blockbuster and Edmunds.com. Are job seekers on a job board looking to spend money subscribing to satellite radio, renting a movie and buying a car? Probably not. Dayton’s own site, JobDig.com, serves up banner ads that are questionable. Visitors see ads from Sirius, Blockbuster and Edmunds.com. Are job seekers on a job board looking to spend money subscribing to satellite radio, renting a movie and buying a car? Probably not.

]]> By: gl hoffman http://www.cheezhead.com/2007/08/20/on-banner-advertising/#comment-44978 gl hoffman Mon, 20 Aug 2007 18:43:39 +0000 http://www.cheezhead.com/2007/08/20/on-banner-advertising/#comment-44978 This is so right on. I happen to live in the Twin Cities...the ST is a growing, constant joke. This is so right on. I happen to live in the Twin Cities…the ST is a growing, constant joke.

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