Online Advertising Impresses Best

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There’s too many messages being repeated too often in too many outlets, but there’s a way to break through.

At OMMA East in New York, one keynote speaker noted how the persistent din of advertising just isn’t making an impression on people. MediaPost observed how Peter Weedfald, in delivering his keynote at the Online Media, Marketing, and Advertising conference, drew some comparisons between advertising and attention disorders.

Mr. Weedfald, senior vp of sales and marketing for Samsung in North America, formerly worked for tech publishers Ziff-Davis and IDG, and did a stint at Bigfoot Interactive. He has become a big believer and advocate for integrating wireless and Internet advertising.

In talking about advertising today, the report notes he called it the “ADD economy.” No one pays attention to advertising because there is so much marketing going on in so many forms. It reminds one of the Yogi Berra-attributed quote: “No one goes there anymore, it’s too crowded.”

He then went on to describe how consumers are part of the “ADHD economy,” a way of summarizing the time-challenged audience of today. By making the Web central to all facets of a business, and more tightly combining wireless technology and Internet advertising (cue your favorite Google wireless network rumor here), marketers can get through to their audience via a number of outlets.

That seems to indicate encouraging consumers to be more interactive, and businesses to make as much information available as possible. In that relationship, users seek out businesses over the Internet, and get exposure to advertising on their terms. That could make online advertising more impressive upon its viewers.

David Utter is a staff writer for WebProNews covering technology and business. Email him here.

Online Advertising Impresses Best
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