I thought I’d run a theme this week of 4 areas I’ve been thinking about over the past 2 weeks. Almost as a way of cleansing my brain of them before I head off for a few days break at the end of the week …
The first area is an element of trafficking that has always irked me …
When was the last time you saw a Ford ad run next to a Holden ad on TV. Or in a Magazine? Or on radio? You probably can’t remember as it rarely happens. Why? Because the networks and traffickers of these mediums code up advertiser categories to make sure competitors aren’t lumped end to end.
Outdoor is a little less diligent around this, and newspapers are guilty of it within specialist sections (like cars, homes, real estate).
Anyway, TV/radio/magazines do this because they realise that running competing advertisers next to eachother reduces the impact each advertiser receives from their investment with the network or publisher.
Digital publishers don’t seem to really want to address this.
For this reason you often see 4-5 credit card offers on the one page, and competing automotive and technology advertisers running on the same page.
So yeah, you could be viewing a page on ‘Technology site A’ and see 3 ads – one for Sony laptops, one for Toshiba laptops and one for Dell laptops.
Or reading a Business article on ‘Finance site’ and see ads for Ford, Lexus and VW on the same page.
Kids sites will run ads on their homepage for 2-3 competing theatrical titles.
Advertisers and agencies don’t want this – it irks them but they’ve tolerated it probably through a mix of laziness and naivety.
Publishers don’t seem to see the issue.
What needs to happen is a commitment that we will stop this practice and stop it quickly.
Want to position yourself as premium – offer a basic level of service that doesn’t place the advertiser next to their competitors.