Boy, this sounds familiar. It’s like “friendly” ads are the new thing online these days. I can almost see the focus groups shaping this messaging. “So you guys don’t like ads, eh? What about resonant ads?”
I hate online ads. They gobble up screen space, are irritating, distracting, and ugly, and undermine integrity. But conventional wisdom is that users won’t pay for anything on the internet, thus making advertisers a necessary evil for online success.
This may have been true at some point—I’m not really sure. But 10 billion songs later, I think we can put that myth to rest. I’m more than willing to pay $25 a year for an elegant, intelligent, and above all else, ad- free photo sharing site, despite the fact that I just don’t take that many pictures.
Now let’s compare some of these bold, user-driven sites to their ad-rich counterparts. Upload a video to YouTube and you’ll get a gross, gray interface with moronic commenters and ads that literally roll up over your work—if ContentID doesn’t take it down automatically.
Put it on Vimeo and you get a clean interface, no ads, a functional HTML 5 beta, and easy user downloads. Comments are occasional, supportive, and thought-provoking. Put up a little money and you get even more stuff, including some great-looking stats.
Say you’re looking for a job. Craigslist delivers fast, light, searchable listings. The site shreds, even over dialup, and allows you to safely and anonymously contact potential employers without even the baggage of a login.
Try Monster, CareerBuilder or another “real” job search site and you’ll be buried in corporate ad dollars, with excessively rich content, nonsense data, and go-nowhere “apply online” links.
While Craigslist is supported by fees on job listings in some cities, it doesn’t invite the bottomless, pay-for-placement spending, and has no intention of seeking it. If job-seekers weren’t so desperate, I like to imagine (in a fantasy world where users aren’t too stupid to figure out how to enter their own URLs) that Craigslist would have put the others out of business by now.
It’s not that I’m entirely rejecting the idea that advertisements and user interest can co-exist—beer commercials, for example, have been a welcome distraction from various sporting events for years. But online ads have yet to be implemented in such a symbiotic fashion.
For me, and I think most other people, the web is a personally-driven experience. There are no time-outs or inning changes to wait through, and I think this difference really renders traditional advertising—even interactive, emotional, resonant traditional advertising—far less effective.
That said, I’m curious to see what Twitter and Apple can come up with.