Thoughts on interactive advertising and digital marketing.


Adrelevance - The origin of the word

August 10, 2004

Almost all media is based on a very simple concept. The publisher (the first party), provides content to the reader (the second party), either completely free or at a substantially lower cost. This is made possible by the support of the advertiser (the third party), who in turn gets an opportunity to market his product or service to the reader. The publisher gets paid by the advertiser, who gets access to a prospective customer in the reader. Everyone wins.

However, there is a problem. In most traditional media models, advertising is an interruption to the user experience. Be this the 30 second spot in television programming, the doublespread ads in the glossy magazine or the annoying pop-up ad on her favourite website, the user has to suffer a break in the content experience. If it gets really bad, she may never watch that sitcom or read that magazine or visit that website again. Without the reader, the publisher has no audience to sell to the advertiser, who stops paying. The model breaks down. Everyone loses.

Ads are an interruption if they are irrelevant. Instead, if they are targeted and deliver messages that are meaningful and contextually relevant, they are no more an interruption. (Details on the various types of targeting will be dealt in a later article.) Instead, they supplement the value of the content and thereby serves the purpose of all three parties well.

Advertising is an integral element of the current media model and is evolving at a breakneck speed. This blog will discuss various aspects of advertising, mainly concentrating on interactive advertising. Starting with the fundamental concepts, it will track the most recent developments in the industry and try to find the method in the madness.

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