For starters – In online advertising, you’re not working with a “turnstile” audience. This audience goes where it wants to go, watches what it wants to watch, and reads what it wants to read. (Forget FOMO, that’s for people who have no lives. Imagine not missing out on the latest Direct Marketing light opera.) Compulsory, whole page pop-ups simply annoy them. This is about as close as online advertising can get to old-style, compulsory TV commercials, which appears to be the point at which everybody stopped thinking about audience access.
It’s also obsolete. Modern audiences also only pay attention to ads which are of value to them. Like Claude Hopkins said in Scientific Advertising all those years ago, advertising is all about customer values. It’s ironic, in the days of SEO as a science, that advertising is still a lumbering plodder in a highly specialized range of market segments. See also “YouTube couldn’t hit a demographic with a dictionary – Useless online advertising”, a slightly less than idealistic view of ad targeting. Continue reading