Or is that Our responsibility?
I recently had an interesting discussion with an ad medium that blocked me from viewing ads for the rest of that day because I did not pick the correct "last site viewed" choice on the control question. Which is what spawned this blog post. This IS NOT in any way a complaint about the ad medium in question. The discussion simply brought the topic to my mind.
The question is not if someone should be prevented from viewing ads for a specified amount of time for answering the control question wrong - there is nothing wrong with that. The main reason for control/security questions is to ensure that a real person is viewing the ads as opposed to a "bot" or something similar.
The question is, can we really MAKE people Pay Attention to our ads?
Viewing vs. Paying Attention.
You may be wondering what the difference is between someone "viewing" an ad versus someone "paying attention" to one. Well, it's pretty clear when you give it a little thought.
For example, we see hundreds of commercials every day while watching television, but most of the time we don't pay them very much attention. We saw that a commercial came on, so we may have decided to go to the bathroom, or do something else until the commercial is over. That is a "view." We saw that the commercial came on, but that's pretty much it.
But sometimes - for whatever reason, a commercial catches our eye. We may have even seen that very same commercial hundreds of times, but for some particular reason, we decided to take a closer look, or "pay attention" to it.
Who's responsibility is it?
Can an advertising medium actually MAKE someone pay attention to our ads? Not really, and it's not their job to do so. The job of an advertising medium is to do their best to see that our ads are getting the best market exposure possible and that the ads are being seen by real people. There are many ways that this is accomplished, the basic method being a countdown timer. I am not going to get into many of the other methods available because that is not the scope of this blog post.
Whether someone pays attention to our ads or not is absolutely positively up to us, the advertiser! There is a reason we are encouraged to make our ads stand out by using various ad design techniques - such as using video, attention-grabbing headlines, buttons, etc.
The conclusion of the matter.
As I mentioned earlier, there exist a wide variety of methods that advertising mediums can use to make sure that our ads are being viewed by real people and not machines. But the obligation of getting someone to pay attention to our ads rests solely on the advertiser.
What do you think?
Thanks for reading my blah blah blah.
I would really like to know what you think about this topic.
Please leave your comments – that is what makes the whole “system” work.
Till next time!
Yours in Success,
John L. Brewer
Email - firstname.lastname@example.org
Skype - johnnysurf458
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