This link has been bookmarked by 79 people . It was first bookmarked on 22 Mar 2009, by henders.
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Charles Gnilka“The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed,” he writes. The views he expresses are his own, and we present them here to foster debate. (Obviously, we hope there is a place for advertising on the Internet since it pays our bills).
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Gary Ritzenthaler"The following is a guest post by Eric Clemons, Professor of Operations and Information Management at The Wharton School of the University of Pennsylvania. In it, he argues that the Internet shatters all forms of advertising. “The problem is not the medi
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30 Mar 09
Jean-Lou DupontConsumers do not trust advertising.
Consumers do not want to view advertising.
consumers do not need advertising. -
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Michel Bauwens"Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites. This is particularly true when the consumer knows th
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25 Mar 09
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24 Mar 09
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The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed,
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Internet advertising will rapidly lose its value and its impact, for reasons that can easily be understood.
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This might be a subject where considerable disagreement is possible, if indeed, pushed ads were still working in traditional media. Mostly they have failed. One newspaper after another is going out of business across the United States, and the ad revenues of traditional print media, even of highly respected magazines, is declining.
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Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites. This is particularly true when the consumer knows that the sponsor of the ad has paid to have this information, which was verified by no one, thrust at him.
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My basic premise is that the internet is not replacing advertising but shattering it
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my basic premise rejects this, suggesting that simple commercial messages, pushed through whatever medium, in order to reach a potential customer who is in the middle of doing something else, will fail. It’s not that we no longer need information to initiate or to complete a transaction; rather, we will no longer need advertising to obtain that information.
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The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed.
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including selling real things, selling virtual things, and selling access.
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People whose experience is different from yours may still have experience. People whose industry contacts are different from yours may still have industry contacts.
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Take China’s Tencent for example
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I would submit that Internet advertising is “failing” because every website that uses AdSense or Doubleclick provides the same affiliate advertisement that the next website does. The trend in Internet advertising will move away from affiliate/ad networks, and move toward direct sales/local advertising.
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commercial product information on cost, selection, availability, and suitability, using community content, professional reviews and peer reviews.
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a working definition of advertising,
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explicit advantages, or the implicit benefits from its use
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we will no longer need advertising to obtain that information
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see the information we want, when we want it, from sources that we trust
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Alternative models for monetization
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superior online experiences
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superior, timely, original content
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happy to purchase a search service that worked for me
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The internet is about freedom, and I suspect that a truly free population will not be held captive and forced to watch ads
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Adriana Lukasbeen saying this since 2003, at least. been seen as crazy. oh well: "Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most
advertising internet web2.0 techcrunch analysis failure media trends delicious
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Again, my basic premise rejects this, suggesting that simple commercial messages, pushed through whatever medium, in order to reach a potential customer who is in the middle of doing something else, will fail. It’s not that we no longer need information to initiate or to complete a transaction; rather, we will no longer need advertising to obtain that information. We will see the information we want, when we want it, from sources that we trust more than paid advertising. We will find out what we need to know, when we want to make a commercial transaction of any kind. The conventional wisdom is that this is exactly what paid search helps us to do, but all too often they are nothing more than a form of misdirection, as I explain further below. Instead, we will use information that we trust, obtained at the time that we want to see it.
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advertising and company sponsored blogs are the least-trusted source of information on products and services, while recommendations from friends and online reviews from customers are the highest.
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23 Mar 09
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Denise BrunsdonWhy Advertising Is Failing On The Internet
416 Comments
by Eric Clemons on March 22, 2009
Editor’s note: The following is a guest post by Eric Clemons, Professor of Operations and Information Management at The Wharton School of the University of Pennsylvania. In it, he argues that the Internet shatters all forms of advertising. “The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed,” he writes. The views he expresses are his own, and we present them here to foster debate. (Obviously, we hope there is a place for advertising on the Internet since it pays our bills).
1. There Must Be Something Other Than Advertising:
The expected drop in internet advertising revenues this year was neither unpredictable nor unpredicted, nor was it caused solely by the general recession and the decline in retail sales. Internet advertising will rapidly lose its value and its impact, for reasons that can easily be understood. Traditional advertising simply cannot be carried over to the internet, replacing full-page ads on the back of The New York Times or 30-second spots on the Super Bowl broadcast with pop-ups, banners, click-throughs on side bars. This might be a subject where considerable disagreement is possible, if indeed, pushed ads were still working in traditional media. Mostly they have failed. One newspaper after another is going out of business across the United States, and the ad revenues of traditional print media, even of highly respected magazines, is declining. The ultimate failure of broadcast media advertising is likewise becoming clear.
Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites. This is particularly true when the consumer knows that the sponsor of the ad has paid to have this information, which was verified by no one, thrust at him. The net will find monetization models and t -
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My basic premise is that the internet is not replacing advertising but shattering it, and all the king’s horses, all the king’s men, and all the creative talent of Madison Avenue cannot put it together again.
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Advertising is using sponsored commercial messages to build a brand and paying to locate these messages where they will be observed by potential customers performing other activities; these messages describe a product or service, its price or fundamental attributes, where it can be found, its explicit advantages, or the implicit benefits from its use.
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Consumers do not trust advertising.
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Consumers do not want to view advertising.
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consumers do not need advertising
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Why Advertising Is Failing On The Internet
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Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites.
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both network executives and their ad agencies have noted that we are not watching traditional ads, and they attribute this to the fact that we have moved beyond newspapers, televised network news, and broadcast movies, to video games, iPods, and the internet.
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M McBride1. Consumers do not trust advertising 2. Consumers do not want advertising 3. Consumers do not need advertising. 4. There are more interesting ways to monetize than advertising (read on)
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Traditional advertising simply cannot be carried over to the internet, replacing full-page ads on the back of The New York Times or 30-second spots on the Super Bowl broadcast with pop-ups, banners, click-throughs on side bars.
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One newspaper after another is going out of business across the United States, and the ad revenues of traditional print media, even of highly respected magazines, is declining. The ultimate failure of broadcast media advertising is likewise becoming clear.
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It is participatory, like swapping stories around a campfire or attending a renaissance fair. It is not meant solely to push content,
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My basic premise is that the internet is not replacing advertising but shattering it, and all the king’s horses, all the king’s men, and all the creative talent of Madison Avenue cannot put it together again.
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Consumers do not trust advertising. Dan Ariely
has demonstrated that messages attributed to a commercial source have much lower credibility and much lower impact on the perception of product quality than the same message attributed to a rating service. Forrester Research -
Consumers do not want to view advertising.
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consumers do not need advertising.
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The problem is not the medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed.
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Selling real things online has been studied since the advent of interest in eCommerce and will not be discussed further here. Other websites sell virtual things. These activities fall into three categories:
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Selling experience and participation in a virtual community,
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Recommendations on TripAdvisor.com allow potential guests to evaluate and validate recommendations provided by Hotels.com; not surprisingly, Hotels.com originally owned TripAdvisor, and benefited greatly from it.
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Social search. Social search is a way of tailoring search based on the user’s network of friends. Rather than searching for any hotel in Chicago, or for any hotel that paid for the keywords “hotel” and “Chicago” I would like to be able to ask for the hotel where my friends stay when they are in Chicago.
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Selling Virtual Things: People will pay for superior, timely, original content and for superior online experience
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Selling Access. Misdirection will fail totally and completely.
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It’s not that we no longer need information to initiate or to complete a transaction; rather, we will no longer need advertising to obtain that information
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We will see the information we want, when we want it, from sources that we trust more than paid advertising.
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Consumers do not trust advertising. Dan Ariely has demonstrated that messages attributed to a commercial source have much lower credibility and much lower impact on the perception of product quality than the same message attributed to a rating service.
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Consumers do not want to view advertising.
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consumers do not need advertising
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while people will continue to value community content and social search, these will be difficult to monetize
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The internet is about freedom, and I suspect that a truly free population will not be held captive and forced to watch ads.
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The expected drop in internet advertising revenues this year was neither unpredictable nor unpredicted, nor was it caused solely by the general recession and the decline in retail sales. Internet advertising will rapidly lose its value and its impact, for reasons that can easily be understood.
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My basic premise is that the internet is not replacing advertising but shattering it, and all the king’s horses, all the king’s men, and all the creative talent of Madison Avenue cannot put it together again. To analyze this statement we need a working definition of advertising, and I proposed the following, which is as general as I could make it:
Advertising is using sponsored commercial messages to build a brand and paying to locate these messages where they will be observed by potential customers performing other activities; these messages describe a product or service, its price or fundamental attributes, where it can be found, its explicit advantages, or the implicit benefits from its use.
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22 Mar 09
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Why Advertising Is Failing On The Internet
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Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites.
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It’s not that we no longer need information to initiate or to complete a transaction; rather, we will no longer need advertising to obtain that information. We will see the information we want, when we want it, from sources that we trust more than paid advertising.
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Again, my research suggests that there are three general categories for creating value that can be monetized, including selling real things, selling virtual things, and selling access.
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- Misdirection, or sending customers to web locations other than the ones for which they are searching. This is Google’s business model.
Finally, some websites create and sell access to customers. Again, this can be divided into multiple categories.
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Andrew DeVigalI just think Internet advertising can significantly be more engaging and entertaining.
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We will see the information we want, when we want it, from sources that we trust more than paid advertising. We will find out what we need to know, when we want to make a commercial transaction of any kind. The conventional wisdom is that this is exactly what paid search helps us to do, but all too often they are nothing more than a form of misdirection, as I explain further below. Instead, we will use information that we trust, obtained at the time that we want to see it.
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there are three general categories for creating value that can be monetized, including selling real things, selling virtual things, and selling access.
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It’s not that we no longer need information to initiate or to complete a transaction; rather, we will no longer need advertising to obtain that information.
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Misdirection, or sending customers to web locations other than the ones for which they are searching. This is Google’s business model.
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Advertising will fail for three reasons
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Consumers do not trust advertising
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Consumers do not want to view advertising
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consumers do not need advertising
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three general categories for creating value that can be monetized, including selling real things, selling virtual things, and selling access
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Selling content and information
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Selling experience and participation in a virtual community
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Selling accessories for virtual communities
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henders1. There Must Be Something Other Than Advertising: The expected drop in internet advertising revenues this year was neither unpredictable nor unpredicted, ...
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