Recently I read this post from Seth Godin and, unlike usual, I disagreed. Here's the crux of his argument,
If every time you read a blog post or bit of online content you enjoyed you clicked on an ad to say thanks, the economics of the web would change immediately. You don't have to buy anything (though it's fine if you do). You just have to honor the writer by giving them a click.It's not often that I disagree with Seth and I'm hesitant to do so because his insight has inspired me and helped me develop my own thoughts on marketing and advertising, but alas I must.
To me the suggestion that banner ads are the new online tip jar only reinforces the fact that online advertising (and perhaps all of advertising) is very broken and in need of innovation. And, by treating ads as online tip jars, we are complying with the broken model, costing advertisers money, which in turn will theoretically drive up the cost of their product. Not good.
Instead, we should do two things:
- Create more innovative advertising solutions, perhaps like the one Avenue A and Pluck recently unveiled, called Adlife. Adlife allows people to comment within the ad on the ad itself or the product as well as rate the ad and product and upload pictures or videos.
- Create an actual online tip jar that is as easy as clicking on an ad, and allows people to show their support for the content they read for free.
6 comments:
A couple months before Seth posted that entry, I had actually started clicking on ads in a way similar to what he suggested. I was becoming bored with the same old routine of blogs and comics and art and wanted to find something new while supporting the ones I was currently reading. I found some gems, sometimes even by clicking on ads on the sites that I had clicked through to.
I think that the real solution to this debate is somewhere in between the two posts. Ads online are just links that happen to be paying to sit there. Seth's most interesting point was that there is a hesitance (almost a fear) to click on ads, and that there is nothing wrong with it.
However- thinking of it soley as a tip jar is definitely a mistake. If you click through and don't even try to consume content from the advertiser, then I agree completely with your post. Click and ditch is a fairly immature action to support a site, and could end up hurting the original site. I'm sure if the clickthroughs from that website never result in purchases, then the advertiser would pull the ad.
seth godin can sometimes say bullshit
How about a sponsored tip jar? Bloggers can choose the company they want to sponsor their tip jar and then place the virtual jar on their site. All readers have to do is click the tip jar and the blogger gets tipped. After clicking the tip jar, the messaging on the virtual jar changes and becomes a mini relevant ad. For example, after someone clicks a Boeing sponsored tip jar, it might say something like, "Fueling jumbo sized ideas." You can only click the jar once a day, and clicking the tip jar does NOT direct you to another page.
Great Post. Please keep posting new problems that need to be solved. I enjoy solving them.
自慰套,自慰器,情趣,自慰套,情趣,視訊交友,充氣娃娃,AV,按摩棒,電動按摩棒,情趣按摩棒,按摩棒,跳蛋,跳蛋,跳蛋,
男女,潤滑液,
SM,情趣內衣,內衣,性感內衣,角色扮演,角色扮演服,吊帶襪,丁字褲,情趣用品,情趣用品,飛機杯,自慰套
酒店打工
酒店兼職
台北酒店
打工兼差
酒店工作
酒店經紀
禮服店
酒店兼差
酒店上班
酒店PT
酒店正職
酒店賺錢
酒店日領
酒店打工
酒店經紀
酒店工作
禮服酒店
酒店兼差
酒店
酒店兼職
酒店上班
台北酒店
酒店pt
兼差打工
打工兼差
酒店正職
酒店賺錢
酒店喝酒
酒店消費
喝花酒
粉味
喝酒
Post a Comment