A couple weeks ago The New York Times featured an in-depth look at the future of Internet advertising. Once upon a time, the conventional wisdom was that banner ads would take the world by storm. Of course it didn’t quite happen that way.
Even high quality content providers have found it very difficult to remain profitable relying solely on banner ads, with only ubiquitous sites such as Yahoo! finding banner ads to be the path to profits. So what’s a struggling .Com in search of profits supposed to do?
Interrupt the browsing experience with annoying ads, that’s what. The theory here seems to be that since people tolerate such ads in radio or television that they’ll tolerate them on the Web. Michael Tchong, editor of ad newsletter Iconclast, told The New York Times,
Rudely interrupted? Hey, we do that with radio, we do that with any serially served medium. It’s accepted in other media because they grew up with it.
From personal experience I think Tchong is dead wrong. I grew up watching commercials on television and listening to them on the radio, but that hardly means I tolerate them. In fact, when an ad comes on the radio or television, my first reaction is to change the channel immediately unless there is some compelling reason not to do so (for example, during the Super Bowl).
In fact, when given the choice, people will go out of their way to avoid watching commercials. It might surprise Tchong to learn that people often bring along CDs or cassettes on long drives specifically to avoid ad-infested (and content-limited) commercial radio, and that devices which allow people to zap past commercials during television shows seem to be very popular (such a feature is one of the selling points of Tivo, for example).
On the Web, the person doing the browsing has even more control. If MSNBC.Com throws up an interstitial ad or message, as it frequently does, so what? I’ll just visit a news site that does not waste my time. Especially if the site begins serving up so-called “superstitial” ads — ads that contain animation and audio akin to a television commercial.
The one thing I absolutely detest are web sites that insist on playing some sort of audio message or god-awful MIDI file when I visit them. Superstitials definitely fall into the “it’s a bug not a feature” category.
The major long-term effect of more interstitial and superstitial ads would probably be to give more impetus to software which blocks all advertisements. Software to block banner ads already exists today, but few people go to the bother of downloading and installing such software. Why? Largely because banner ads are not terribly intrusive.
Start throwing up 30-second ads complete with animation and sound, however, and suddenly it might be worth my time to start using such a program. Get enough people using such programs, and today’s much bemoaned low click-through rate for Web advertisements might turn out to be a high water mark for Internet advertising.