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Advertising - from eyeballs to people
Tuesday, October 14, 2008 – by Daniel Montano
If you work as an user experience designer or information architect you will eventually hear someone in marketing use the phrase "getting more eyeballs" to look at the ads. This is usually referring to a need to increase web traffic to a particular webpage(s).
Advertisements today are mostly image/text based messages placed within the structure of web content.
The assumption is that someone will see the ad become compelled by it and then they will want to click on it to learn more.
I think that type of advertisement is quickly going the way of the dinosaurs.
Why? – lack of context, lack of value. More importantly, people now understand that advertisements are only part of the product/service. They understand that no matter how cool the ads are the products or services may be of low quality.
Focusing on eyeballs, or web traffic is an extremely myopic way to measure success. Today quality needs to be delivered at all levels of the product / service.
-Daniel Montano
