Skip to content

Why Traditional Advertising Formats Fail On The Web

I’ve been largely conditioned to ignore advertisements online. Flashing banners are mildly irritating. However, when I’m looking for information through search or reading an article, I find ads valuable. The often direct me to resources I’m already interested in finding. Other media separates ads from intent. Online advertising that works blends intent and ads. That’s why Google has succeeded so well with its context-relevant approach. Why Traditional Advertising Formats Fail On The Web: “…most online advertising creates NO value for consumers.
Search advertising, because it is relevant to what users are already searching for, creates enormous value. But the search advertising is largely about helping people buy what they already know they want.”