NONE: Re: ONLINE-ADS>> Peter Bull's fanciful "ad piracy" hypothetical
Re: ONLINE-ADS>> Peter Bull's fanciful "ad piracy" hypothetical
Donna Dolezal Zelzer (djz_at_efn.org)
Thu, 4 Dec 1997 19:33:02 -0800
Several comments on this discussion:
At 6:10 PM -0500 12/3/1997, Jay Gaines made this statement:
> If I'm an advertiser
> I wouldn't want my ad popping up (even if it is in a separate
> frame) as the user accesses a poorly designed site with
> irrelevant or irritating content.
I agree, but it goes the other way, too. As a site owner, there are some
ads or types of ads I don't want popping up on my site. Some may be
irrelevant (automobile ads), some may be totally counter to my philosophy
(baby formula ads).
At 8:24 PM +0100 12/4/1997, michael nash made this point:
> If I put stuff on a site that is supported by paying advertisers,
> it will depend on the content whether my site is local, national, global or
> interest specific. I must be able to specify if all or any of the
> advertising spaces are pasteover or not.
I agree. Peter Bull's basic idea of delivering local ads is a good one. But
the site owner needs to have ultimate control over this, not the isp. It
must be the site owner who has the final say so as to which spaces can be
pasted over and what types of ads can go there. And the site owner must get
a percent of the revenue from any ads shown locally.
>From a consumer point of view (and consumers are the ones the advertisers
will buy from them, so we're important, right?), I won't mind local ads, as
long as they're not popping up in my email or in an extra brower window or
otherwise annoying me. I'll probably ignore most of them, the way I ignore
most banner ads now.
If there's some way to make the ad relate directly to what I'm doing, then
I might not only notice it, but respond and appreciate it. For example,
right now I'm doing a lot of shopping for products related to a handheld
computer I plan on buying. I would LOVE it to have a local ad show up
telling me that I could buy this carrying case or that stylus at a local
store, and perhaps offering me a special deal, as well. An ad for a local
car dealer or the local video rental place would be totally useless (I
don't drive or own a TV.)
At 3:52 PM +1100 12/4/1997, Peter Bull said:
> Can you tell whether I have scrolled the top banner off the screen ..
> Can you tell if I click away from that page after your s..
> Can you tell whether I was actively using that screen within, say, one
>minute
> of the ad being delivered,...
I don't believe you can,..
> If I was the ISP who delivered the ad into a protected area of
> my subscriber's screen, I can guarantee an advertiser all of those things,
I would not go with an ISP that did that. It's one thing to see that I'm
visiting Z's company site, so you can give me an ad for a local store that
carries Z products (altho even that is a little scarey), but I do not want
my ISP checking to see if I'm scrolling the page or not actively using the
window or whatever.
Why do I feel this way? At least two reasons come immediately to mind:
1. The first scenario provides a direct benefit to me, which I may be
willing to trade a bit of privacy for. The second doesn't benefit me at
all.
2. My request for a page, and the page and graphics returned to me have to
go through my ISP, so if there's a program that sees the url for the Z site
and attaches ads for local Z dealers before the page is delivered to me,
that's ok. Esp. if THERE IS NO PERMANENT RECORD OF WHO THE PAGE AND THE AD
WERE DELIVERED TO. But once the ISP has sent the text and graphics on their
way down the pipe to my computer, it's no one's business but mine if I
actually let them load all the way or if I look at them once they load.
> to have
> seen the ad that I put in front of his or her eyes (not necessarily inside
> your sacred site, but into an area of the screen that I own).
Ah..but *I* own my computer screen, not my ISP, not the web site. ME.
(OK, the idea here is that I get free access in exchange for using a
particular broswer which the isp provides, so you could say that the isp
owns the browser. Another reason not to go with that ISP.)
and from the site owner's point of view, it really doesn't matter if the ad
is not in the same area of the screen as my site. If its for something I
don't want associated with my site, I don't want it anywhere on the screen
at the same time as my site.
Peter, your basic idea of showing ads with local content relevant to the
local user is a good one, but the specific methods you're proposing upset
me as both a viewer and site owner.
Donna
---------------------
Donna Dolezal Zelzer <djz_at_efn.org>
The Online Birth Center (pregnancy, birth, midwifery, breastfeeding)
http://www.efn.org/~djz/birth/birthindex.html
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