Tag Archives: advertising

Anything You Can Do

I haven’t written much here for a while. I don’t really know why but I haven’t gone away – perhaps I am just spending all my time moving my Windows Media library across to iTunes. Yes, after all these entries about music players, I gave up and switched to an iPod Nano. And, after all those trials and tribulations with other music players, I am very happy. I even bought the Nike+ kit so that I can track how far I have run at the gym. Seriously, I’ve tried many of the music players and they just don’t have the ease of use and integration that the iTunes has. It’s the seamless interaction that makes it all work so well.

Still, that’s not why I picked up the keyboard today. Earlier I watched the European Formula One Grand Prix; and boy what a race that was. But I don’t really want to talk about the race itself (I am sure you can read all about it here) but I did want to talk about one of the best pieces of advertising that I have seen a long while.

Even if you are not a petrolhead follower of Formula One – and especially if you are British – you can’t have failed to have read some piece about the Championship scrap between Lewis Hamilton and his McLaren team-mate Fernando Alonso.

The latest advertisement from Mercedes (which is of course the team they both drive for) plays on this rivalry beautifully. Anything you can do, I can do better:

I just think the whole thing is really well pitched and they seem to have had some fun making it.

On this day…

2002: Fix My Car
2002: Running Shoes
2002: Oh Canada

Three Hundred Million

According to New Media Zero, UK online ad spend in 2003 could be as high as £350m which is very promising news indeed for those of us involved in the industry. The article doesn’t break down the money and I would be interested to know where it is being spent – I just hope it’s not on more pop-ups!

On this day…

2003: I Favour Legalisation Of Homosexual Marriage

Online Advertising is a Nuisance

According to MSNBC earlier this week, 43% of users think that online advertising is a nuisance, and, in another survey, 53% respondents said online clutter was a problem [both via Marketing Fix].

Of course, consumers do not like advertising. Nobody likes being advertised at, just as everybody believes that they are not swayed by advertising (but they know people who are!). Is this a big deal? Well, of course, no advertiser wants to believe their advertisement gets in the way, and no advertiser wants to annoy users to the extent that they are turned off the product by the commercials. Yet, as noted in many places, TV advertising is the most intrusive advertising – the programme physically stops so they can show you an advertisement. So, why does online advertising come in for such a hard time?

Badly designed advertising can be a nuisance, but I think advertising isn’t generally too much of a problem. What I am interested in is the concept of clutter. So many sites these days surround you with advertisements. Banners at the top, buttons down the left, a skyscraper on the right and some kind of rich-media thing walking across the middle. There’s a very large portal that does this kind of thing all the time. They’re making money, but it’s very frustrating.

I’m sure cleverly designed advertising in the right place works – in all media. The online challenge is to make it work and make it profitable, at least profitable enough to pay for the sites we like.

On this day…

2005: Cabinet War Rooms

Pop Up (Up and Away)

There has been great discussion recently about pop-ups. Are they doomed? Well, it’s a subject close to my heart as, being in the online advertising/research business for many years, they have become an important part of my life.

I have to ask, how they can properly be controlled? They are a useful marketing tool and can be useful to site publishers outside the advertising arena but some companies have exploited them far too much. MarketingFix notes that Netscape has announced it’s going to start offering the facility to block pop-ups. Interestingly, the pop-up filter has to be enabled by the user and then “Once enabled, the filter is preset to allow pop-ups on some sites, including several of AOL’s own properties”

I only wish it was possible to stop the multiple spawning.

On this day…

2004: Paycheck