Online Headaches

It's no wonder that there are so many dissenters of the online media. The two previous posts are only a micro tip of the iceberg that is the complexity of the online marketing world.

I once heard a little factoid that stated: For a new product (or anything for that matter) to succeed, it must be 10 times more simple then it's previous version.

Keeping that little tidbit in mind, turn your thoughts to the online advertising medium. 10 times easier? How about 100 times more difficult! Oh yea, you can micro measure it to death but we are years away from that being a simplistic process. We create this complexity ourselves. There are just too many choices out there for user and advertiser.

The beautiful thing about this medium is that it will self-correct. It always has, it always will. The Internet will be what users want it to be or they simply won't use it.

So here is the solution: Simplify, don't stupefy.

Oh, and here's another theory. If you all saw the movie, A Beautiful Mind, one of Nash's theories had to do with viewing the solution to a problem more widely then what might be the most desireable solution. Take the scene of him and his college buddies in a bar. Four girls walk in. They all of course want the most beautiful girl. But....what happens if that is the course of events? The possibilities of success for all involved greatly diminish if it simply becomes a game of may the best man win.

That is what is happening online. Advertisers are getting aggressive with tactics (Sony's so called online advertising campaign, pop ups, pop unders, Shoskeles, etc.) and publishers are accepting it. Users are simply getting frustrated and mad. The whole experience becomes a lobor and not a joy. People will put up with barriers only for so long before they move on to the next thing. Few may win in the current mode of operation, but many more could if we adhered to the basic principles of the Nash Equilibrium.


by Steve Hall    Jul-24-02    

The Law Of 3... Or Why Are Things Still So Complex?

We just can not seem to define this interactive medium we all love to hate or love to love. Read Cory Treffiletti's article and then you try to define it!

The Online Spin - Wednesday, July 24, 2002
The Law Of 3� Or Why Are Things Still So Complex?
by Cory Treffiletti

Here is an exercise that I think it would behoove each of us
to undertake� Put down that piece of paper and stop typing
for a moment. Please take a deep breath and then explain in 3
sentences or less what is interactive advertising?

What do you think? Read the rest of the Spin and
post your comments at:


by Steve Hall    Jul-24-02    

Let's Get Analytical

In Jeremy Lockhorn's article on ClickZ entitled, Let's Get Analytical, he condems the CTR (as we would all agree) and rightly offers some back end measurement techniques we should all employ when considering an online campaign.

If we are to be serious about the medium, we must be serious enough to pony up to the available metrics in which to gauge the success of a campaign. The online medium has been much maligned over the years as not living up to it's promise. No wonder, as it has yet to meet that promise. This can change though. It will take a LOT of work as the measurfements can get very technical causing serious data overload. We just need to take those extra steps if we ever want this medium to survive.


by Steve Hall    Jul-24-02    

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