“It’s Not You, It’s Me.” (Or How Advertising Agencies Are Destroying Web 2.0)
Modern advertisers only know how to do two things well.
And slap ads on stuff.
Radio, TV, toilet stalls, foreheads.
Nothing is sacred.
The problem is that we now hate ads.
Fortunes are being made helping us to avoid being bothered.
TiVo, Satellite Radio, Pop-Up Stoppers were all created to help us enjoy the experience…
Without commercial interruption.
But the creatives insistence at not being creative have bought about another problem as well.
They are destroying viable consumer products and services people actually enjoy because they can't slap an ad on them.
My favorite doomsday advocate Scott Karp thinks we are all just going to go broke.
A country that has figured out how to sell to folks in the relative privacy of a bathroom stall should be able to figure out how to sell to folks hanging out on MySpace.
Let's use Reddit for an example.
reddit is a source for what's new and popular on the web — personalized for you. Your votes train a filter, so let reddit know what you liked and disliked, because you'll begin to be recommended links filtered to your tastes. All of the content on reddit is submitted and voted on by users like you.
Now many folks quibble because Reddit doesn't have a business model.
What that basicly means is that there is not place to slap ads without interupting the experience.
Steve Huffman and Alexis Ohanian have created something very successful but since the creatives can't figure out how to sell stuff without slapping on an ad and interupting the experience, the guys have to hope that some big company buys them out so they can last long enough for the people who want to sell stuff to get their act together.
Of course there are many ways to monetize Reddit.
Here's one off the top my head: Make the ads just like the content users put up. Folks can vote them up or down and comment on them. The seller not only reaches an active audience but also get comments about their product or service.
I'm sure some ad guru can come up with an even better idea.
If we can get him off the toilet.advertisers, advertising agencies, Alexis Ohanian, BuzzMachine, creatives, DEAD, foreheads, Jeff Jarvis, MySpace, reddit, Scott Karp, Steve Huffman, toilet stalls, Web 2.0