Advertising (Photo credit: Wrote)
Writing in a haste, because I got place to go. Nonetheless, hopefully this post won’t end up as a mess of incoherency and full of grammar errors. Anyhow, I like to think that the traditional, on air advertising model is broken. Traditional, on air advertising model? You know, those advertisements that you’re being bombarded with while listening to car radio or watching TV at home and so on. So, why is it broken? It is broken because of only one word, and this word is Internet.
Yep, the Internet has been gradually training people to be impatient and inclined toward on demand. People’s attention span have gotten shorter than before for the culture of the Internet is all about getting to the information fast even though the information might be inaccurate or unpleasant or expensive or all of the above. So, it’s not hard for me to see that people rather have a more benign, concise, and quiet form of advertising nowadays. The ads on the right or left hand side of a webpage, if done with moderation, are certainly more benign and quiet than the typical in your face or ear, loud commercials that you often hear or see on the airwaves of radio and TV. This is why I think as time goes on, the Internet dictates advertising to be creative and less intrusive, and people will continue to have none of the traditional form of advertising model. If the traditional form of advertising model cannot be changed, people will not have any of it. Furthermore, people are willing to cut the cord for more of on demand type of experience. Just this sort of behavior alone can foretell that people do not appreciate to be force feeding with those loud and in your ear or face type of commercials.
What I had written above is my personal opinion on how modern people, the information age generation kind of people, might react to the traditional advertising model. This traditional advertising model is the model that is still being used on TV and radio of today. For an example, after watching few minutes of a show or news, commercials then be aired forcefully and loudly. Even some Internet video services are still deploying this traditional advertising model, but with more clever methods (e.g., allowing people to skip the commercials randomly, keeping commercials short and exciting, etc…). Obviously, there are enough people who might like to watch good commercials, but as the traditional advertising messages being traditional, these messages won’t have the options of staying benign, concise, and quiet… people might rather have the more boring but benign, concise, and quiet advertising messages that proliferate across the Web. In a sense, this is what I feel toward today advertising form factors, but I can be wrong about this since I have zero experience in advertising business. Still, I think my personal opinion has merit since I’m too a consumer who is being bombarded with traditional advertising messages over car radio and home TV. What do you think? (Not having time to proofread this, but I’m going to publish this anyway. Will revisit this post in a day or two to proofread it.)