Sunday, July 18, 2010
The answer is: Almost none. Almost no ads succeed big on the internet. The truth is, it's a lousy place to advertise. It's kinda sad because advertisers are throwing dollars at the net these days, and they're not going to get most of them back.
Okay: iTunes, ebay, Amazon, porn, airline and hotel booking agents, gambling and dating services are making out like bandits on the net....but, really, who else is? Try to sell detergent or coffee on the net. You can't.
Try asking your friends this question, and see what answers you get: "Can you name an ad for a product you discovered on the net, (but not on Amazon or eBay) that gave you an intense desire to own it?" I bet you'll draw a blank. Nobody takes internet ads seriously. It's odd because we can all name print and TV ads that had that made us salivate. I'd kill to have TV products like AirHog or a Fushigiball or a bladeless fan. I'll bet my daughter is mulling over Boody Pop right now.
Maybe the net's a bad place to advertise because it's a bad place to tell stories. Print and TV excel at stories, and the net doesn't. That's important to know because fiction, or documentary that's structured like fiction, is what drives sales on TV. You buy Donald Duck Orange Juice because you've grown to like and trust Donald Duck on TV, and you secretly believe that Donald will somehow know you've bought his juice.
In my opinion advertisers made a big mistake in not supporting print and broadcast media, even when their audiences declined. The net's not a great place to discover a new product, but it's a killer place to follow up on a desire that's been planted in your head by another medium.
BTW: John K just told me how he would advertise on the net if given the chance, and the ideas were brilliant. That prompts me to amend what I said here to something like, SO FAR advertising hasn't worked well on the net.
Posted by Eddie Fitzgerald at 11:53 PM