Archive for the ‘Online advertising’ Category


Second, from time immemorial advertising has supported the newspaper industry and I wonder what will happen in future when it becomes no longer economical to print and distribute copies across the country.

Lastly, my suggestion is that newspapers should stop printing and focus on excellence in reporting and becoming an essential online daily read. And to be fair, for the most part, NYT is already there.  For the discerning audience, they can always dangle an appetizing prospect – print your own newspaper. Imagine a scenario, where I am able to collect articles of my interest in one clean seamless window and print out a 50 or 100 page booklet to be read in leisure. Or I can always Kindle it and keep laughing at the state of print media.

Earlier: Monster insults its audience.

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In one afternoon, I happen to come across two distinct banner ads which sparked my curiosity. The idea of long copy banner ads. For decades the conventional wisdom has been that long copy is dead. But as the Internet rolls on into a new version every quarter, will it become the default destination for long copy ads? The concept of having a detailed banner ad is definitely worth considering.

Let’s face it, clients from some sectors like finance, automobiles, telecommunication and technology firms to name a few, do indeed have much to sell explain. And the ads can have a few links to even more information for the curious surfer.

The ones I came across aren’t remarkable, but they seem to qualify as a long copy banner ad.

The above ad which is simply the synopsis from the back of a book reminds me of a time I was overwhelmed at the prospect of writing the body copy, when my creative director came over and said, a good example of body copy can be found every time at the back of any book. That usually is the best part of the book or that one paragraph does an amazing job of explaining what’s on those hundreds of pages without giving the plot away.

This banner ad doesn’t make any sense, other than that it’s has a call for action that can be measured.

My crystal ball magic 8 ball also tells me that some banner ads should give consumers the option to email them to friends. Very often banner ads ends up in the wrong page or contextual advertising goes very wrong. So there is more than a good chance that someone beyond your target group might see it, or simply want to share away your ad with a friend.

Of course, this would only work if one creates an ad worth reading and sharing. And not something like this.

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The Internet gets interesting. Icann has decided to open by domain names beyond the standard .com and .org to everything.

As NYT reports…’New names could cover locations such as “.nyc” and “.berlin” or industries such as “.bank.”

What does this mean for advertising? BBC narrows it down to a simple point…’The decision means that companies could turn brands into web addresses, while individuals could use their names.’

I have a few thoughts on this issue:

1. Will it make the Internet even more chaotic and lead to confusion?

2. Does it give too much power to Icann and make it play the role of a censor?

3. Invariably someone is going to create a domain that is offensive to someone’s religion/beliefs or whatever..how will this be resolved?

4. Will this be the most exciting thing happening to Internet as non-English speakers can create their own sites?

5. How will brands manage this transition? If one can create a xxx.pepsi – what would that xxx be? Will this lead to creative technologies in brand management? Or will it drive up the cost for the major corporations in the world, as they will have no choice but to embrace it to protect their brand.

So many questions and so few answers…

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In an article titled ‘The Mother of All Privacy Battles‘, The New York Times talks about a new trend in online advertising. For long, Internet Service Providers were happy to provide the connection and collect a monthly charge.  And for long, they have gawked at companies like Google that has made billions by posting search-relevant ads. All of this is about to change, as the ISPs are getting into the advertising business by tracking the browsing history and search patterns, so they can display appropriate ads. As an previous article about three British ISPs adopting this approach explains…

“A marketer that wants to reach wealthy golfers, for instance, would not have to restrict itself to advertising on golf sites. Because the ad system would track golfers’ Web habits, it could follow them to other sites and show them golf-related ads there, too.”

Now I am not at all against following around wealthy golfers and piddling stuff to them. And one can argue that this practice already exists on the Internet, especially by Double Click and Ad Sense, but this gets tricker, as the case of Phorm shows

” Phorm’s pitch to these companies is that its software can give them a new stream of revenue from advertising. Using Phorm’s comprehensive views of individuals, the companies can help advertisers show different ads to people based on their interests.

‘As you browse, we’re able to categorize all of your Internet actions,” said Virasb Vahidi, the chief operating officer of Phorm. “We actually can see the entire Internet.'”

When a company promises it’s clients that they can SEE THE ENTIRE INTERNET…either they are lying or worse they actually can.

And this development is sure to leap ahead…

“This is just the beginning of what is becoming a serious debate. There is a strong incentive for Internet providers to sell data for companies. Eventually, cellphone companies will start to face the same choice. If there is a G.P.S. unit in your phone, it will be able to keep track of what stores you visit, among many other things. How much would Honda pay to be able to send ads to people who’ve been in Toyota dealerships lately?

As they have with all the other behavioral targeting systems, proponents of these new I.S.P. monitoring services, argue that the worst that will happen is people see advertising that is related to their interests. Of course, it’s not so simple. There is a real risk that personal data could leak out of these systems, just like credit card numbers sometimes are revealed by online stores, by means of theft or accident.

More broadly, how comfortable are we in allowing private companies to snoop on us so long as they promise to forget all the juicy bits?”

And if you are not comfortable with this, apparently the users can ‘opt-out’. Now anything with an opt-out option usually doesn’t bode well with me. Since you don’t opt-in, one can’t even know where they are and how to get out of this. Plus, there is always a catch.

“Customers of BT, Carphone Warehouse and Virgin Media can opt out of the new system when it is introduced next month. But they will be encouraged to stay by being given a higher level of protection against online fraud.”

See…if you opt-out of getting hammered with relevant advertising, we will let the hackers have a free shot at you.

But to be fair, this is such an early stage and this practice could end up being a boon to advertisers, since you know the old saying about where do we waste 50% of ad revenues. And it might even help consumers who will get branded messages that are relevant to them. So are we at last seeing the beginning of online advertising utopia?

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