Online advertizing in the social media era: be simple or be naked

by Laurent François


As mentioned yesterday, Vogue‘s staff claims that creativity has to be improved in advertizing, even for (wow damn!) banners.
As Tessa Wegert says:

“Will the reign of large formats last? Internet users are clearly overwhelmed. Studies show consumers consider site clutter, and the standard ad units that contribute to it, very annoying, even though they continue to click. If they feel bombarded by advertising now, imagine what a few more years of quarter- and half-page ads could do.

Perhaps it’s time to take a cue from the offline world and bring back the smaller, less offensive ads we left behind. Doing so both appeases our audiences and forces us to focus on substance and placement, as we should.”

Moreover because online advertizing is growing slower than what used to be expected:

So to say, you need to be simple but eyes-catching.
Maki sums up the necessary values marketers have to give to people who offer their time to a brand:

The joy of consumption lies not only in the skimming of a news story but the processing of new perspectives to enrich a personal worldview or professional need.

There’s nothing less natural for a web-user that an unwanted ad or message on his brower. So you have to be soft and think touch before producing and broadcasting your ads.

The logic we implement in social media for engaging a conversation are more and more the same path we have to build for advertizing: authenticity, ROI for the reader / consumer, transparency.

As in the very last episode of “How I met your mother”named “the naked man”, you have to figure out what you’ve done during the last 5 years and think if you haven’t done too much, whereas you would just have to be…naked.

Barney: “All these years I’ve been suiting-up when I should’ve been suiting-down.

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