The X Factor: Is digital a hopeless medium? - iMediaConnection.com - The Diigo Meta page

• 29 Jul 08
  

  Can online ever pack the same emotional punch as television advertising? Here are six obstacles that stand in the way.

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  Eric Holter

  Nice description of Push/Pull of television vs. online ads.

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  • The internet, on the other hand, is a "lean forward" medium. The majority of consumption online is a quest to get to an end-goal -- an informational tidbit. The internet is merely the conduit to it. The way you consume during that journey and your receptivity to advertising during that process determines the "annoyance factor" of online advertising. Online ads are roadblocks, speed bumps, mosquitoes buzzing in your ear that distract you on the journey to your end goal. We watch television to be entertained and have information "delivered" to us. We go online to seek out information and "fetch" it. A lean-back medium is one in which the cognitive brain takes a back seat to the emotional input. It is a slow absorption, and those emotions build up as the story unfolds. Because the context remains consistent during a television program, the interruption of a commercial has more of an impact. It jolts the mind. Online is a flit-flit-flit medium of constantly changing context and imagery. The context itself -- the background noise to the advertising -- is constantly in flux and thus often drowns out the advertising.

    • I like the metaphores here describing the push pull dynamics of traditional advertising versus digital.
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  Eric Holter on 2008-07-29
  I like the metaphores here describing the push pull dynamics of traditional advertising versus digital.

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