MyView: Getting Invasive with Interactive Advertising
Just recently the Interactive Advertising Association published a nine-pager describing all the benefits and uses that interactive advertising have in modern marketing. They are right on target on the benefits that this new marketing tool provides for brands. However, I disagree on the use of some of them.
For example, they mention how pop-up ads are a great way to create brand awareness. Perhaps the ‘pop-up’ness might be a good idea to get your brand out there, but it will certainly won’t be very useful when trying to get your brand to be loved. As human beings we react emotionally either positively or negatively to every interaction we hold (there is no gray space here, even if we feel to be impartial, we always tend to take a sight, even if only slightly).
This is my grudge towards the negative impact a pop-up (or under, or wherever) ad has to brand positioning. Say you have the awareness you need, now you need to connect with the viewer to get them to -at least- try a brand, let’s not even get into the loyalty issue. By trading interactive advertising (with all its given benefits) for an intrusive, invasive campaign (like those annoying pop ads), we might as well end up worse than where we began.
Pop up ads might be effective if wisely used, especially in the right contextual settings. However, buying into the fad of spending marketing dollars in pop-up ads on generic websites might just as well be the single dumbest interactive advertising move done by a brand manager.
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POSTED IN: advertising, brand, interactive, my-view
1 opinion for MyView: Getting Invasive with Interactive Advertising
Sean Kelly
Jan 6, 2007 at 2:31 pm
Great point. Seth Godin makes the important decision between traditional, annoying “interruption marketing” and effective “permission marketing.” POP-UPS, in my view, are the worst of interruption marketing. The only use I plan to try is possibly for a newsletter sign-up… one that requires only an email address. Even then I’m hesitant.
If you’re building a brand distinguished by its annoyance of customers, jump on the Pop Up trend!
Good post.
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