Note: This column represents the opinions
of the writer and as such, is not purported as fact
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Advertising -- it's a necessary evil in most forms of broadcasting or publishing.
Yes, even Sky TV, which once touted its very low level of advertising to be
a major feature, is getting folks angry as it accosts viewers with a seemingly
increasing level of self-promos, onscreen branding watermarks, and ads on some channels.
Listening to Russell Brown's Media Watch programme last weekend, I learned
that despite the fact we all bitch and moan, these are boom-times for
TV advertising and the mainstream broadcasters have effectively run out of
inventory. Perhaps this explains why TV3 has taken to introducing intensely
irritating programme-promos in a banner at the bottom of the screen smack
in the middle of other programmes?
The Aardvark PC-Based Digital
Entertainment Centre Project
Yes, at last, this feature
has been updated again! (31 Mar 2003)
But what about the Internet?
Before the dot-com bubble burst in 2000, online advertising was also hot stuff
and there were some impressive rates being charged on some sites.
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But the problem with online advertising is that it's just so boring -- as
this article
by Paul Brislen on IDG today points out.
Heaven help us however if the solution suggested by Media One's director
are implemented!
Even with Telecom's version of broadband (128K or 256K JetStream), the claim
that the planned streaming-media repurposed TV commercials will "load in the
background" without slowing page-loading is highly suspicious.
The 1MB versions mentioned in the IDG story would take over a minute to load
with a 128Kbps connection -- and that's assuming they monopolised *all* the
available bandwidth!
What's more -- who wants a portion of their page erupting into a burst of
movement and over-compressed audio at some random point in time?
Then there's the issue of whether watching a TV ad in a tiny window on
your computer will make it any more interesting.
The Stella Artois ad referred to was funny the first time and amusing the
second time -- but having seen it dozens of times on TV, it's not something
I would be happy about spending 20c (if I were an overcap JetStream user)
to have it pop up in a page I was viewing online.
Yes, banner ads are boring; but so are repurposed TV ads that we've seen
a million times before!
If what we've seen to date is anything to go by, I think the term "creative"
is a big misnomer when it comes to online ad content.
Here's an idea guys (and guyesses)...
If you're going to steal from TV, why not adopt the "soap operate ads" that
have done so well for promoting things like coffee?
Using this concept, the viewer is drawn into an ongoing saga that is delivered
in small increments every day/week and which contains well targeted references
to the advertiser's product. In an online format, this could be done by
way of a cartoon or low-bandwidth Flash animation.
Or how about this...
Invite people to submit their own advertisements for your product and then
select the best dozen or so to showcase on the Net. Hell, some people will
do anything for a little lime-light and the audience is probably a whole
lot more interested in seeing what "regular folks" can turn out as opposed
to the formulaic dross we're hit with at the moment.
Come on advertisers and ad-agencies. Get *CREATIVE* and stop deluding
yourselves that repurposed TV ads are a good idea on the Net.
This newest advertising idea sounds like the best excuse I've heard yet to switch to
Mozilla/Firebird and *not* to upgrade to the latest version of Flash.
Are you with me on this one?
New Forums!
Yes folks, good news. The grotty ezboard forums have been replaced with
a new phpBBS-based system that won't assault you with a myriad of pop-ups and
other flotsam.
A big thanks to Managed Internet Solutions
for offering to provide this service.
You can access the new forums over at
aardvarkforums.co.nz
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