The thing i love the most on Facebook is … Online Advertising.
Really. In fact, i’m not a big fan of Facebook, but the way they manage their display advertising won me over.
They are one of the few publishers who offer a solution to rate ad quality, adjusting the relevance of ads according of to the vote of consumers, and not only on some obscure bidding system.
Lately i’ve seen a few articles on how advertising is intrusive and sometimes annoying (non activated sound on display advertising kills me …), with users building more banner blindness or solving the annoyances with browser extensions like AdBlock.
Please excuse while I bust the ad junk above.
Believe it or not, most of these problems are the fault of advertisers. By not increasing the online display advertising budgets, advertisers leave publishers with online ad inventory that is filled by blind ad networks, an easy target for low quality ads and low bidding advertisers. From casino bets to value added mobile services, we’ve got fed up with all this ad junk.
Considering the ROI of online advertising, we still have a lot to fight for digital’s larger slice of the advertising budget. When that happens, supply and demand laws kicks in: the “bad” advertising has no economic stimulus (low CPC/CPM) to invest in blank slots (if any still remain) and creative ads get the spotlight.
If you miss a good old (non-intrusive) banner, visit BannerBlog.
When Yahoo homepage had their inventory bought in advance for a year, most of the advertising was not intrusive, with interesting display ads served from time to time. On these conditions, as with offline advertising, the way for advertisers to break the clutter was through creativity and relevance, so no wonder the ads were good.
But then we have Google Ads, that unlike Facebook, doesn’t allow a easy feedback regarding their display advertising , disregarding the experience of the user, in what might be a long term shot in the feet. And they don’t make it easier for publishers filtering the ads.
With users getting used to online reviews, rating and social recommendation, it’s time for online advertising to change their minds and let consumers have the same level of interaction regarding their ads. Advertisers will have the chance to know what consumers think of their ads and publishers have a better chance of increasing their CPC and revenue.
So, quoting a user:
Mr. Webmaster, if you own a website, and there is a sonorous ad, please remove it. I’m willing to see your advertising, but please respect me.