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posted by cmn32480 on Monday October 26 2015, @06:12AM   Printer-friendly
from the if-they-had-only-listened-before dept.

Marketoonist ran a story about marketers saying, "Oops, our bad."

The Interactive Advertising Bureau issued a remarkable mea culpa last week about the state of online advertising. In response to the rise of ad-blocking software, IAB VP Scott Cunningham said digital advertisers should take responsibility for annoying people and driving them to use ad blockers:

"We messed up. As technologists, tasked with delivering content and services to users, we lost track of the user experience....

"We build advertising technology to optimize publishers' yield of marketing budgets that had eroded after the last recession. Looking back now, our scraping of dimes may have cost us dollars in consumer loyalty...

"The consumer is demanding these actions, challenging us to do better, and we must respond."

Nod to pipedot for running this story.

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  • (Score: 2) by curunir_wolf on Monday October 26 2015, @02:07PM

    by curunir_wolf (4772) on Monday October 26 2015, @02:07PM (#254665)

    Where the marketers will go next (that is, where they are going now), is not new ad platforms or modifying their ads. Instead, they are going to move to native advertising. Broadcast advertising has the same problem, because people do not want their shows interspersed with ads. Hulu has started offering ad-free (for a fee), finally, which might just make Hulu viable. I tried it for a month but the interspersed ads were too much.

    So, instead of that, marketers pay content creators to unobtrusively insert their product into the content itself. Check out Slashdot and how many of their "news stories" are really just ad copy designed to look like news, written and paid for by the marketers. If you've been to, you'll notice that they do a lot of the same thing. You don't see ads on that site because much of the content is the advertising. Companies pay to have their story posted, highlighted, and recommended.

    A recent broadcast of ABC Nightly News with David Muir was, fully, 35% native advertising. Much of it was their own products (reality shows on Disney-owned cable channels, talking up Disney's new Star Wars movie), but it also included paid content from McDonald's. So even broadcast news uses native advertising along with all the pharmaceutical advertising.

    If Google doesn't have a strategy to move into this new paradigm, they will be hurting. Web advertising was always a lousy way to generate revenue, and Google has been one of the few beneficiaries of it. That train is winding down.

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