So, the new IAB numbers are out and Om and Jason are debating the future of banner ads.
I say - die banner ad die.
They are a lousy extension of 'spray and pray' ad models from TV and Print. Granted they are more efficient, but they are still incredibly lacking in meaningful connection (or engagement if you prefer a buzzword).
Banner ads as the central vehicle will most likely die an excruciatingly slow painful death. For now, they have a place in branding and special promotions and events – especially if they are entertaining and fun. But building an entire sustainable business model on them is just plain stupid.
Yes - I live in an idealistic future universe where customer and company have a meaningful exchange of information and contact.
Is that SO crazy?
With all the incredible innovation going on today, it saddens me that new businesses are STILL focused on the old models. Do I have all the answers? No. What I do know is that the Live Web changes everything and we CAN do better than the "last time". We can't settle for a universe built only on old ad models.
The exciting opportunities are coming. They will arrive in the not too distant future, and then the customer will actually have a certain (I am a realistic idealist) amount of control over their intent and engagement and participation (and their data).
It is still early in this arena. The VRM (Vendor Relationship Management) work Doc is doing with The Beekman Center, the potential of some of the Semantic web initiatives, Identity standards, along with some other cool whispers I have heard, demonstrate that something interesting is definitely afoot.
These initiatives are not replacements they are augmentations. I agree with Ross that nothing will ever replace multi-layered human
organic discovery, and banner ads will continue to exist, but we can be more efficient and smarter about how
we interact and measure both online and offline activity (and integrate the two).
So for now, we will live with the old models as huge ad agencies, the big media players and the current technology infrastructure in place continues to plod along.
But I see the future. I may be a pie-in the sky idealist - today - but the times they are a changing.
