The problem of ad clutter is not new, but the ability to avoid that clutter certainly is. We've got more noise than ever, but also more signal - MSN, Facebook, iTunes, Youtube, etc., etc. Because we're consuming so much information in a digital medium (not just internet, but cable, iPods, etc.) the ability to filter signal from noise in terms of PVRs, popup blockers, personal playlists and the like is a completely new phenomenon, and one that is scaring advertisers.
You're right that a well-crafted message can break through, but it has to be more than just a message. It has to be entertaining, educational, beneficial. As advertisers, our new currency is utility as we struggle to keep buying eyeballs in an attention economy.
All Comments
You're right that a well-crafted message can break through, but it has to be more than just a message. It has to be entertaining, educational, beneficial. As advertisers, our new currency is utility as we struggle to keep buying eyeballs in an attention economy.