I want to believe I’m immune to advertising. I distrust it. When it’s clever, I distrust it even more.
An advert for a product I might buy triggers me to put on my tin-foil hat. The voiceover man is a liar. The headline is untrue. They’re trying to steal your money. Don’t even trust the smallprint.
But when the product is not something I might buy the advertising message slips into my unconscious unchecked and unnoticed.
Years later, when I’m finally in a position where I need something like a washing machine, I have a set of prejudices formed and honed by all the adverts I’ve seen without noticing. I think I know something about the product. Overwhelmed by choice, I fall back into the refuge of illusory knowledge. I choose something that seems familiar even though the source of my information about it is utterly unreliable.
Rackspace have high-profile advertisements every month in Linux Format. Their services are overkill for my needs so I’ve never considered them as a host for my own personal webspace. But when asked to find a hosting company for a friend’s business, guess which was the first company I called? I had skimmed over their adverts without reacting for twelve months but when I needed a product of their calibre I discovered part of me had been paying attention.
Advertising on the web behaves differently with its expectation of an instant clickthrough. Online adverts are used more like a point-of-sale displays near a shop checkout, inviting an impulse buy. Surfers must buy now before they get away.
Because of this advertisers are obsessed with clickthrough rates and the possibility that these can be spiked. These anxieties give rise to a market exploited by companies like BlowSearch that claim to beat click fraud.
This model is fundamentally flawed. It ignores the cumulative effect of thousands of unclicked adverts on future purchases. It’s too crude and gives rise to irritating flashing banners and other short-sighted attention grabbing schemes that make people install ad blocking software because nobody can concentrate on what they’re reading when someone is shouting BUY MY STUFF NOW! at them.
This insistence on instant purchase reflects a fundamental lack of faith in the persistence of the web. It’s an anxiety that surfers may never revisit this page and see this billboard again so their custom must be won now and in this instant or be lost forever.
I do most of my browsing via RSS because I’m sick of the way adverts clog up the sites I want to read. Now adverts are coming to RSS. You can’t escape them. Popularity is expensive and revenue must be found to pay the bandwidth bills.
So until someone finds an alternative way of funding websites, I hope at least advertisers will learn to relax a little, stop worrying about clickthrough and stop shouting. The web’s not going away. It’s part of our world now, for better or worse, like television or radio.
Subtle adverts will win customers in the long term without alienating them in the present.