Admodules (was "Banner Banter")

Tom Cunniff (tcunniff_at_the-cia.com)
Mon, 9 Sep 1996 10:01:28 -0400

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I wrote about "Admodules":

> One of the most dangerous misconceptions about "consumers" is that they
>somehow live to consume advertising. Are we really going to expect them to
>download an "admodule"?

John Foulds replied:
> if you were on the Volvo site, and they had a download (...with) complete
>specs, full CAD in VR, a video walk through of the model and it's add-on
>features, test performance data and reviews, etc, all packaged in a
>visually pleasing multimedia AV package ... would you not download it?

First of all, this sounds more like an "Infomodule" than an "Admodule" --
which admittedly makes it more attractive.

But I'm still not convinced.

The "Admodule" you're describing is at least 1.5 to 2MB of data.
Considering that most people are accessing the Web on 14.4 or 28.8 modems
*and* that many of those people are paying for that access by the minute,
you're asking for a fairly large time/money commitment from our customers.

And all this for information which the customer knows will be -- by
definition -- biased in the advertisers' favor. (I doubt Volvo will include
reviews which suggest a Saab or BMW is a better buy.)

It would be fun and profitable to build "Admodule"s like the one you
describe. But I'm still not convinced that many people would want to invest
the time and money to download it.

>Things just keep going downhill for Willy Loman.

On this, you and I agree completely.

Willy Loman was blindly committed to ideas and beliefs he hadn't examined
carefully. He didn't listen to other points of view. As a result, he was
stuck trying to sell things people didn't want.

Tragic. Don't you think? ;-)

Best regards,
Tom Cunniff
President, CIA
Cunniff Interactive Advertising

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