There’s a great article over on AdExchanger discussing the difficulties of optimizing an ad for the advertiser, publisher, and end user. Specifically at issue is how to get a good ad that interests the user while also enhancing the publisher’s content. This is the optimum condition for an ad; it engages the user positively, it sells a product or brand, and it lends credibility (and could possibly increase revenue) for the publisher as well.
The problem of how to do this exists in television and print advertising as well. You always want to optimize an ad to sell your product while engaging the user and respecting the publisher’s content. What complicates the issue with web marketing is one of the fundamental paradoxes of the internet- there is a massive amount of information on the internet, but also an extreme amount of anonymity. The question then becomes whether users would be willing to give up more information about themselves in order to optimize advertising and, in turn, provide them with a better viewing experience.
How this will play out is simply a matter of time; I know I would probably sign up for a service that promised ads specifically customized to my interests. But no matter how the field develops, over here at Video Army you can bet that we’re keeping up with the latest technology to give you the best web marketing campaign.
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