Consumers complain more about web advertising than any other forms of advertising.
Advertisers learned that being intrusive to the web user is very ineffective. Users got annoyed and downloaded software to prevent pop up blockers and to control spam. They realized the most effective way to reach the consumers is to pull them in, rather than push ads out to them. The web provides a highly targeted receptive audience. Web advertising can be interactive, and therefore by definition more engaging (Lecture Notes).
The Winston-Salem-based company said in a news release that its technology should be welcomed by users because it “is a completely opt-in ad experience” that is less intrusive than traditional forms of online advertising. GETImperative’s technology allows people to identify products they see in some form of media, and follow links to be able to purchase those products themselves. CEO Rick Harrison said that makes for a more seamless viewing experience for the audience, which is better for advertisers who don’t want their messages tuned out. This makes a more positive experience for the internet users, rather than a negative on, like before. If the user is having a good experience the ad will be much more effective for both the user and the advertiser.
The fastest growing form of advertising on the web is Rich Media. Rich-media ads are the flamboyant video or animated promotions that frequently superimpose themselves on the screens of viewers who visit content sites. “Rich media is about creating a more positive brand image”. Rich media is a form of entertainment to the consumer, rather than a traditional ad. If the consumer can tell that it’s advertising, then it didn’t work (Class Notes).
E-Marketer projects U.S spending on online video advertising will rise to $4.3 billionin 2011, from $410 million last year. Online video ads will be delivered with an accuracy never dreamed possible with broadcast video. Think of the power and value when media planners can say, “Your Dove Beauty Bar commercial will only be shown to profiled or registered users of a portal, say MSN or Yahoo. We can guarantee it will be seen only by women above the age of 24, and they’ll see all three of your ads in sequence. Furthermore, we’ll guarantee how many ads will actually be viewed not just broadcast.” Broadcast TV, which relies on ratings, will never be able to make a similar guarantee to advertisers.
Advertising on the web can be extremely powerful and effective. It allows marketers to reach the target market in a more interactive way than any other medium. By entertaining the consumer rather than selling to them, users will not only view the advertisement but become highly involved in the experience. With so much information available on the web, marketers are able to offer a much more personalized experience.
References
ClickZ:The Rise of Online Video Ads http://www.clickz.com/showPage.html?page=3627030
The Business Journal: GET Interactive launches new advertising technology http://www.bizjournals.com/triad/stories/2007/10/01/daily19.html
Wired: Flashy, Targeted Ads Fuel Boom http://www.wired.com/techbiz/media/news/2004/04/63251
