I have been quite vocal in expressing disdain at advertising that’s in the face and unmindful of wasting people’s time. But it’s really a very simple concept to understand: advertising your wares at the wrong time can be just as counterproductive as not advertising at all. The difference is that ill-timed advertising can actually spawn negative impressions of the business in the minds of the audience.
In a recent interview, Google’s Vic Gundotra hit the point home in his reference to advertising in its current state on rival platforms. He also projected Google Plus as a package of all the amazing Google products we have all been using all this while. In his opinion, the coming together of all these amazing products made them even better – on account of the seamless integration, I am guessing.
Gundotra explained that it is more important to introduce an ad to a person who is at the “moment of commercial intent”. Advertising to people who are looking for a product sounds a better idea than the random advertising that we have been subjected on several media at once. If someone is looking for an ideal birthday gift for dad, for instance, it makes sense to provide advertorial assistance to help make a choice. It does not make much sense to bombard people with ads when they do not want to view any.
Wonder why such an elementary principle is yet to hit home where it would be most relevant.
The spate of repetitive, continuous, and inane advertising through all kinds of media is a colossal wastage of national resources and pollution of all our living spaces. It needs to be pegged back and made more relevant, better timed, and less wasteful.
It is a refreshing change to see Google comprehend this aspect of advertising. I am really concerned about the future of social networking platforms that have accumulated huge user bases only to monetize them through incessant advertising.
Hopefully, others will take a leaf out of Google’s book and learn. Carry on, Vic.