Structural problems The internet is structured in favor of ad networks. Ad spend grows approximately at the rate of inflation, but the inventory of pages on which those ads can appear grows with each new Instagram post (about 100MM per day). Internet advertising is far more automated than print, but the benefit goes to intermediaries and buyers. On average, publishers receive only about half of what advertisers pay for the advertising that appears in their publications. » about 1000 words
Ethan Zuckerman’s recent post, What if they stop clicking? points out the difficulty of building a business on ad revenue. He points to statistics that show fewer readers are clicking banner and arguments from the web advertising industry about how un-clicked ads still build brand awareness. It’s not really central to Zuckerman’s point, but I […] » about 300 words
No sooner do I lay down a rant about how bad Sprint WiFi is than do they run an ad telling us how great their service is. Well, not only that, but they promise to save us from “Connectile Dysfunction.”
It’s hard to position broadband ads. You can be like Earthlink, which kind of laughs at the whole idea of marketing in general, and you can be like Comcast, which takes the easy way out with off-colour humour. Or you can make up a disease, kind of like Microsoft, and propose that your product will in fact cure it.
There’s a fine art to this tactic. A good rule of thumb: the closer you can get your made-up disease to sound like a sexual disorder, the better. Maybe people will get confused and mistakenly believe you could solve both problems, not just (the invented) one. Cute, Sprint. Cute.