October 08, 2015
Now that the adolescent online ad industry is facing its first serious crisis, we are experiencing exactly the kind of behavior we should expect from juveniles -- whining.
The growing problem of ad blocking has generated a chorus of infantile bellyaching from online publishers and their apologists.
First, they are exaggerating the problem to gain our sympathy. The IAB claims that 34% of adults are using ad blockers. I am highly suspicious of this number. In fact, I'd be surprised if 34% of people even know that ad blockers exist. My guess is that the actual number of ad blocking software users is closer to half this number.
Next they say that there is an unwritten agreement between publishers and users. Publishers provide free content and, in return, we are obligated to receive the ads they send us. This is a lousy argument. The internet is not free. I write a hefty little check to my internet provider every month. The fact that online publishers have a dumbass business model and do not get any part of this revenue is not my fault or my problem.
They say publishers are going to go out of business and the websites we love are going to disappear. I doubt it. If 95% of the websites in the world disappeared tomorrow, there would still be a thousand times as many as we'd ever need.
The online ad industry does not understand its problem. The problem is ad tech. And the longer they cling to the obnoxious model of ad tech that currently exists, the worse their problems are going to get.
People are only mildly averse to advertising. They tolerate it in many forms in many media. What people hate is the type of ultra-annoying, creepy advertising that has been enabled by online ad tech.
If they would dump their addiction to ad tech a large number of their problems - fraud, blocking, price deflation - would take a nice step toward evaporating.
Sadly, they are willing to address everything but the problem.
October 06, 2015
As a world famous writer once said, marketers are from Mars.
But today we are not talking about marketing nutjobs in general, today we're talking about you.
The question today is a personal one: How far have you deviated from reality?
Take this test to find out.
First, I want you to think about your refrigerator.
Think about all the stuff that's in there: The cheese, the eggs, the juice, the jelly, the butter, the beer, the mayonnaise, the bacon, the mustard, the frozen chicken strips...
Now think about your pantry. The cereals, the beans, the napkins, the flour, the detergent, the sugar, the rice, the bleach...
Next your medicine cabinet. The toothpaste, the pain relievers, the shampoo, the tweezers, the soap, the band-aids, the deodorant...
Now your dresser. Your socks, your underwear, your shirts, your pajamas, your swim suit, your t-shirts, your sweaters...
Now your car. The battery, the tires, the wiper blades, motor oil, gasoline, the air filter, the muffler...
Now answer these questions:
- Do you "share branded content" about any of this stuff?
- Do you feel "personally engaged" with these brands?
- Do you "join conversations" on line about this crap?
- Do you ever "co-create" with any of these brands?
- Do you feel like you are part of these brands' "communities?"
Okay, you may now return to your regularly scheduled delusions.
October 05, 2015
Okay, maybe it is.
But just to keep things almost fresh, today I am not writing nasty things. I'm speaking them.
Today we have an audio post.
Last week I recorded an interview with Spark, a program that airs on the CBC (Canada's public radio.)
The interview is about online advertising, ad blocking, and gravitational wave inconsistencies in binary black hole systems.
Okay, not really that black hole stuff.
But it's almost interesting anyway. You can listen to it here.