Auto-Playing Ads Or Videos Must Die

Auto-Playing Ads Or Videos Must Die

Auto-Playing Ads Or Videos Must Die

Auto-Playing Ads Or Videos Must Die

Auto-Playing Ads Or Videos Must Die

Auto-Playing Ads Or Videos Must Die

Auto-playing ads or videos are horrible.

There is no excuse for them in 2014.

And while I’m at it – why are so many people still using Flash?


The internet is not television.

Assaulting potential customers with content that can get around AdBlocker is not the way to go about gaining additional business.

But advertisers don’t understand the internet – just like whinging retailers don’t understand the internet.

This means that almost every sector of the economy – particularly the boring ones – still has major growth opportunities if you “do the internet right”.

The Economics Of Massive Ad Agencies With Dozens Of Subsidiaries Selling Similar Stuff

The economics of massive ad agencies with dozens of subsidiaries might seem odd. But it makes perfect sense to have dozens of different brands doing different types of advertising and marketing related work under the same global ownership.

The advertising industry self-selects for creative types who want to make lots of money. Much like tech firms like Google and Yahoo will pay $20 million for a hot startup to get the talent behind the startup, a global advertising conglomerate can do the same thing.

They’ll buy a small boutique firm that came up with something new, keep the name, bring in restructuring experts and accountants from head office and make sure the former owners never hit their earn-outs (really cynical joke). The acquired feels awesome because a big brand bought them out, the acquirer feels awesome because they’ve got another agency brand to fly under the radar of clients who can approve big spending ad campaigns.

They can also deflect failed campaigns, media buying scandals and push poor performers into quitting by using the less successful subsidiaries as punishment pens. Furthermore, it is really profitable because of the money a single campaign can cost a client. The branding, direct mail, online creative and television commercial arms can all pitch separately and make a fortune for the ultimate shareholders of the wider group.

Some clients will not even realise that the other agency pitching for their business is actually owned by the same conglomerate until partway through negotiations. Some subsidiaries maintain “clean” online and print branding that makes it appear like they’re an independent agency.

So the news that Omnicom and Publicis are merging and will be bigger than WPP shouldn’t make you wonder. It’s basically a juiced up, global┬áprice discrimination strategy – much like airlines offer different levels of service, an ad agency conglomerate can capture far more of the total advertising spend and media buying commissions than a single boutique or integrated “one brand” firm ever could.

Why More Kiwisaver Advertising Is A Good Thing

I have been noticing a lot more Kiwisaver advertising recently. This is a good thing.

Wait, what? How can advertising be a good thing? Doesn’t it persuade us to do things we shouldn’t because we are weak and powerless individuals? *

Advertising is a way of getting information about valuable products and services to the marketplace.

Without advertising, we are fumbling around in the darkness. Because we have no brands or products to connect with different things we need in our grocery shop, it could conceivably take hours to get around your local Countdown or New World.

More Kiwisaver advertising is a sign of a developed market. Firms are prepared to spend money on advertising.

Because advertising is a sunk cost – once it is spent it can’t be recovered – a firm will only advertise when it believes that it will earn a return on that advertising.

Advertising in the age of Google triggers searches for product information, comparing prices with other potential suppliers and reading product reviews.

It directly enhances the price discovery process because firms have to differentiate their product offerings somehow – either cosmetically or substantially.

As the Kiwisaver industry develops, firms will need to ensure that their fees and services available to Kiwisaver members are competitive.

The differences between firms can be highlighted in rival’s advertising, so the process of competition and comparison in advertising acts as a “mic check” on competitors claims.

I’d be really worried if there wasn’t Kiwisaver advertising – firms would be revealing that they think Winston Peters will seize everyone’s Kiwisaver accounts.

* Some people actually believe this.

2 Dumb Things Advertisers Do Online

We live in the age of permission marketing. If I haven’t indicated I want to hear from your business, your attempts to get in my face don’t work in your favour.

When you have auto-playing flash ads I have to switch off. Nothing is more annoying than if you’re listening to a cloudcast and suddenly something gets around your ad blocker and screams at you.

If you are an advertising executive reading this, you are alienating a whole generation of consumers. You are flushing any brand equity you have down the drain. Auto-playing flash ads are so morally repugnant you’d have to be an idiot to think they will do anything to save your flailing corporate clients.

When you follow up via e-mail or phone when I’m not interested in your product anymore. It’s hard to convince desperate people that I’m not interested. I don’t answer phone calls, rarely return emails and get frustrated when sales people think that because you gave them your email they have license to send you personalised fluff pieces that will be marked spam.

There is a place for email marketing. It requires personalisation, clear explanation of the potential benefits and cost savings. One paragraph telling me you want to chat? You’re doing it wrong.

This is just 2 dumb things advertisers do. They’ve failed to realise that the internet requires a completely different approach to advertising.

Interruption marketing – radio ads, TV ads – might have worked for baby boomers and Gen X. But even non-techie people have ad blockers now.

They grew up downloading so you have to overcome a massive education gap to end up with a willing consumer. Alternatively, you can provide a lot of value and see your product go viral quickly.

Resorting to spammy email marketing with no personalisation save the correct name you put in a form yourself isn’t smart strategy. Nor is paying dying media companies a fortune for auto-playing flash ads or even worse the ones that steal your screen. (APN you do this too often).


Keep Web Copy Simple

The goal of copywriting is to get the reader to buy.

It’s not to make the reader feel good about themselves.

It’s not to make the reader feel good about your sustainable business practices.

And it’s not to make the reader feel good about the 201 new improvements in your 3rd tier product.

The goal of copywriting is to get the reader to buy.

You need to keep web copy simple.

You can’t copy and paste your flowery marketing material onto a web page and expect it to deliver qualified sales leads into your sales pipeline.

I like to ask three questions when I’m writing copy.

  1. Is it clear what I want the reader to do?
  2. Is it possible to reduce the word count?
  3. Will this copy lead to a sale?

Right now, I want you to share your email address with me so you will get free email updates where I’ll share more tips & tricks like this.