There are two principal ways advertisers are trying to create value for consumers on the web — and they must create value because, you know, consumers are in control. On the web, advertisers can provide entertainment or information.
How effective is advertising as information on the web? See Google’s $15B in ad revenue — an $5.19 billion in ad revenue in Q1 2008. The technology of web search enabled advertisers to create value for consumers in a way that was never possible in analogue media.
Searching for a product or service? Here’s a link to information on that product or service. The value proposition to consumers is so perfect, so pure, that it took years for Madison Avenue to realize that Google had created billions of dollars in advertising value right under their noses. It’s hard work winning Clio awards — who has time to think about at these silly little text ads?
But that Clio-award winning creativity is finally starting to focus its attention on the web, and just as with every TV spot that you’ve ever TiVoed past, Madison Avenue wants to entertain you.
With a 30-second TV commercial the worst that advertising creatives could do was waste your time or insult your intelligence. But now Madison Avenue has discovered digital technology. And like every web design who ever made something flash on a page just because they could (where are my teflon sunglasses?), ad creatives are harnessing the full power of web applications and the web’s snarky wild west ethos.
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