Dot Comms

Where are all the good online ads?

October 27, 2009 | Written by admin

eBay Advertising yesterday launched some research about European online shopping habits and people’s receptiveness to online advertising and this truly got me thinking. Not about the research per se - people are more receptive to ads on a social network (seven per cent) than they are on a portal (five percent) – but more about how the success of online advertising is inversely proportional to its quality.

Online advertising undoubtedly works – the metrics don’t lie and money continues to flow into the sector. But I don’t think I have ever intentionally clicked on an online ad and my own research (a quick shout out around the office) revealed that is the case for others too. Online ads are still seen as intrusive and an irritant and people find them too interruptive and poorly targeted. I’m all for behavioural targeting if it can actually work but I keep getting served ads on a social network for a Chris Rea compilation, something hell would freeze over before I would even think about buying.

A good advert can generate buzz and discussion yet I don’t think a single online ad has come anywhere near the impact of say the Guinness ads. Is it a lack of creativity? I can only recall one online ad – a mocked-up IM exchange promoting the film Knocked Up – that I have mentioned in conversation (and now this blog) as an example of a strong advertisement that may have helped influence my behaviour.

So who are these millions of people that click through? Where is the creativity in the online space? Perhaps I am missing the better work but I don’t think so. All the while online advertising keeps working then I don’t see the quality being raised – a shame given the massive potential for creativity that online affords.

Tags: behavioural targeting, Chris Rea, creativity, eBay, online advertising

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