When Is A Site Responsible For Good Creative
It is a lazy Sunday, I am a little beaten up from the night before and I have yet to decide what adventures (if any) are in store for the day. I think to myself, "perhaps I will see a movie". I go to fandango and, with no ideas for what I want to see start cruising the site.
As I begin poking around a loud scream occurs. I realize that the scream is being triggered every time I mouse over either the 160×600 or the 728×90. Now, this is not just any scream, it is a bitingly harsh and very annoying scream. So much so that I found myself doing everything possible to avoid mousing over the banners.
My entire movie browsing experience is tarnished by these banners with the shrill scream and I realize that there are so many other sites that I can go to to get movie listings. Then I think to myself, "maybe I don’t really want to go to a movie today".
The Take Aways:
1. As advertisers we do want to grab people’s attention but, doing it in a negative fashion is not always a good thing. Sure I now know about a film festival that I did not know about before but, I am still not interested in it (there is less of a chance I will go to it now then there was before!)
2. The site itself should take some onus as to what creative is implemented on their site as it is a reflection of the integrity of the site.
a. Perhaps next time I will skip fandango. I certainly will not go there in the near future if there is a chance of me seeing that ad again!
Tags: fandango, creative, The Departed, bad creative
Oct 30, 2006
Web publishers would definitely benefit from being selective with what ads are placed on their sites. Unfortunately it takes a bit of communicaiton between the ad salespeople and the decisionmakers. However, with a little coordination, it would be a huge benefit. Crappy creative is a disease. Seriously.
Oct 30, 2006
The scariest part of your story is how it never occured to you to just mute your speakers. WOW. With all the crap on the internet, who would keep their speakers on at any significant level all the time?
Oct 30, 2006
Pat
A few things:
a. As a marketer I look for best practices
b. When I am online, I listen to music so, I like my speakers on
c. There is no justification (if that is what you were trying to to) for irresponsible advertising and a poor user experience
I am not sure what the purpose of your comment was. Was it to further a conversation about marketing best practices, or was it to berate me by attacking my web usage habits?
Anyhow, I am glad you have joined the conversation and would love to hear more from you as, your opinion is just as valid as mine and it is totally appreciated!
Would love to hear more about what you do as well.
thanks pat!
Cheers
Adam
Oct 30, 2006
Amen Joe!