I understand that advertising on-line that is not contextual, is not a good idea. But I ask, what is worse… have big banners all over the place that are “contextually” distracting? Or in the case of services such as Snap-spots, empowering the user to interrupt their own experience with role-over in body copy – contextual or not?
here is nice little blog brief to stay away from In-text ads
Stay Away from In-Text Advertising.
I just can not help but think this line of thinking seems like throwing away the baby because of some people down the street used bad bath water. Smart advertising that is contextual to the user is very tricky. Be it a link, banner or even a blog:) In-text advertising, is like any other communication tool out there… use it to build experiences, or tear them down… BUT its the hand, not the hammer that does the damage. Food for thought.
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ABOUT THE AUTHOR Elizabeth Neumaier: Liz supports companies starting up and evolving new relationships with audiences through advertising, events and media. She draws from a long, rich history in strategic creative leadership, management and execution spanning traditional, interactive and alternative/social media. This range equips her to achieve both B2B and B2C solutions for wide-ranging industries such as Automotive, Confections, Financial and Retail. Businesses are transformed from the inside-out as brand experiences are re-energized and optimized to maximize marketing impact. |
