Advertisers today have to be – and to an extent are – an extremely creative lot. Without creativity, the ads won’t be good enough to capture even momentary attention. Not only will they have to dump all black-hat practices, they will also have to take white-hat ones to new levels of innovation and creativity.
Recently (mid-March 2012), Google cracked down upon 800,000 advertisers and pulled off 130 million ads from the Google network. David Baker, head of ads policy engineering at Google, declared that Google has a vested interest in creating the least intrusive and the best ad experience for its users. Google ensures that user-friendly experience through the following:
- Monitoring ad and landing page content to detect scams, malware, and the like
- Manual reviews of ads flagged by an algorithm (these latter are feared and respected around the world, by the way)
- User-generated spam reports
Television in particular, and other media in general, have been guilty of in-the-face advertorials. Too much of advertising is a bad thing. It can Social Media Marketing also backfire. People can choose to mute or turn off their television or ignore the newspaper page with ads. They can do that with social media as well. Where the ads are placed strategically, they can even move on to some other nondescript platform with a smaller user base but more relative peace.
A thorough lack of maturity among the sponsors and providers of advertorial material has resulted in a climate where commercials are completely shunned by viewers or readers who are looking for the headlines that interest them. Today’s social media platforms are even participative, so they can simply choose to interact with other users. One cannot escape the feeling that all that investment in commercials is only serving to relieve startups and mighty corporations of their precious cash.
That feeling will be more pronounced in the days to come, when consumer awareness and providers’ responsiveness will be at all-time highs. Then, perhaps, you and I will not be bombarded by commercials coming from all directions. Until recently, Facebook was a platform where you could interact in peace with your ‘friends’.
If a given platform goes overboard with its advertisements, it will meet the same fate as television ads. It will be shunned and shut out by the millions of its current users, in the same way as they did with television commercials – first recording their favorite programs, then fast forwarding through the commercials. Those 8 minutes of recording at significant cost to the company go down the drain.
Repetition of the same ad even erases all recognition of the brand. What people tend to remember of the ad is the particular model or locale or anecdote used. They do not watch an ad and want to go flying out the door to buy the product.
A great and welcome ad is one that makes them.