p2pnet - rss feed: Orchestrated Ads
p2pnet.net News Opinion:- “It’s not that men 18 to 34 have stopped watching TV,” explains David Raines, the Coke VP in charge of divvying up ad money. “But they’re doing a lot of other stuff, too” - going online, watching DVDs, playing videogames. “The bottom line is, ad dollars will follow the consumer.”
The quote is from Frank Rose in his Wired News story The Lost Boys.
“Online gaming all night: Cool. Hour after hour downloading MP3s and porn: No problem. Thirty seconds so you can try to sell me something? Outta here,” is the teaser and the piece - extremely intereresting - concludes:
“For now, though, digital entertainment is still at its inception, and advertisers have to learn a whole new game. Men 18 to 34 are the gift that will show them the way.”
Gift?
“Outta here” is where it’s at, and that’s where it’ll stay.
The corporate entertainment community is throwing everything it can at those dastardly, thieving, p2p-using, file-sharing online music lovers who refuse to swallow the equine excreta Big Music and the major studios are dishing out. But bluster won’t do it and the labels and studios are floundering helplessly in the mire.
No one believes a word they say. And it’s the same with ads: familiarity has indeed bred contempt - deep contempt.
Ads work on the Net, but reader loyalty to the sites on which they appear is what it’s all about. A thin, ornamental coating of glitz covering a well of lies is OK offline, but on the Net, it’s getting so advertisers are having to tell the truth and ‘product’ actually has to perform as, well, advertised.
Microsoft’s current “three-pronged growth strategy” for MSN is, “built on communications services, search and an advertising platform,” writes Erin Joyce on internetnews.com here, going on:
“Another new technology the group is testing is called orchestrated advertising … a next-generation media experience on the Web, one that would help publishers target more effectively - and decrease the amount of advertising on a Web page.”
That’s corporate-speak for, ‘Those phkin online freaks won’t stand still for web pages that are 90% ads, damn it! We’re gonna have to come up with something else >: ( “
“Think of this in the same way that people put signs in the layout of a grocery store,” Joyce quotes Yusuf Mehdi, vp of Microsoft’s MSN division as saying. “When you walk in, you see what’s promoted at checkout, in the aisles. Orchestrated advertising is the same kind of concept, using the concept of rich media and personalization. The banners are also targeted, or orchestrated, so that a user can interact with the Web ad by expanding its size, replaying the format.”
After the user “closes out of the advertising, or is done interacting with it, a banner ad is replaced by local content,” says the story.
Interacting with advertising? Think of this as Blade Runner with its giant, mindless video ads and blimps drifting through polluted skies, broadcasting endless, ‘Buy, Buy, Buy’ messages.
“In addition to its new search and advertising formats, MSN plans to release a new music service, a new MSN homepage, and new forms of targeted advertising,” according to Mehdi.
How about ads that are genuine informational vehicles describing reasonably priced products and services that actually do what they’re supposed to do, which take the ‘fair use’ concept seriously and which don’t treat people as ‘consumers’?
Nah …
August 2nd, 2004 at 12:53 pm
As fast as they try to force ads upon the consumer, the anti ad people come up with ways to zap those pesty commercials. Since I have configured my computer with several of these programs, I cannot remember the last time that I have had to suffer the slowdown in bandwith due to popups and ads which were costing me money. Yes time is money and the longer it took to download this crap then the more it cost me. I now regularly connect at 3.5 Gbps and cannot remember the last time that I have seen a popup or unwanted ad. As for the ridicules TV world very simple either i zap the comercials or I do not watch.