Skip to main content

Breaking the Clutter Online Through Advertisements: A Perspective

The TV Screen, The Laptop/Desktop/Tablet screen, The Mobile Screen: the three prominent screens in our day-to-day lives. And marketers/advertisers have been, and are still, vying somehow to occupy space on all the three screens. While the TV screen was fairly well-captured long back, the confidence on other two screens is at best shaky.

How was the TV screen captured? You watching some drama, some action and snap... Bang. There's a new jingly wall in front. Yes, the one view was completely obliterated to show you another. All space gone in one go. Typical interruption strategy. After the ad's done, there's drama and action again. Action-Ad-Action-Ad. It's sequential.

So what's happening on the Laptop screen? There's some spot there, some spot here. The page remains for perusal, but some space is allotted to advertisements. Which means the content-for-perusal and the ad-for-interruption show up in close vicinity and at the same time. Advertising on Web Screen is largely space-sharing, unlike on television where it is largely sequential (one-after-another).

If researches on usability and eye-scanning-on-the-web are to go by, people develop blind spots when they become familiar with the web-page in question. It means certain spaces just don't register any more. Very similar phenomenon to your behavior in places that you are very familiar with. No matter how many obstructions or projections come in your way, after a while, your movement becomes smooth enough to dodge them.

This gives rise to an inference: if page-designs (especially layouts) remain the same/are standardized, ad-spots will typically become blind spots. Bling spots are always reserved for content, in whatever form. Whether marketers know this or not, that's the reason there is so much emphasis on engagement (or conversation). And engagement would only happen through content spots.

TV Screen erects ad-walls but Laptop/Web Screen cannot.

TV Screen uses dramatic breaks during dramas to drill into the consumer's heads, Web Screen allows great conversations to be soaked up by consumer's senses.

So what do ya got to talk about? Who's doing the talking? Does he know how to talk?

Popular posts from this blog

Afghani Nuskha, Sex, Nudity & Beer

Yes, these've garnered greatest eyeballs on my blog. I'm sure all who've landed on my blog searching for these were lured by the headlines and disappointed by the content ;). An experiment of sorts, it's got good result. Let me call this the short-term dynamics and the dominance of 'baser' instincts. Rest you can infer.

Have a great Monday!

Afghani Nuskha & Japani Tel

Today's Rajasthan Patrika, last page, premium spots :). Mumbai's local trains also carry similar things...

David Damron on filling time

Just a few moments back I read this guest post by David Damron (of The Minimalist Path) on ZenHabits. Fantastic read. Simple to apply and see the result for yourself. So, am publishing the same post here. Spread the message far and wide (for it is mighty important) :).

In the post below, forget the word Materialism. It isn't such a 'spiritual' lesson after all; though it could be if you want to take it that way. My point is it might just help you to set some worthy goals for yourself.


Cutting the Cord to Materialism
Let’s start with an exercise … Grab a small sheet of paper and a pen or pencil.After you read the following question, please take 5 deep breaths before answering.Write your response to the up-coming question on your piece of paper in one sentence.Here is your question to answer:

If you had the opportunity to do one activity for one week without any worry about finances, cost, or other outside commitments, what would you love to do for this week?

I hope you …