Annoying Ads Are a Dying Breed – And It's About @%$#ing Time - Say Media

quotDon39t accept the old order Get rid of itquotJohnny Rotten Sex PistolsSince the very first banner ad debuted in 1994 online ads have been designed to be disruptive Early banner ads were blinking jumping screaming distractions that were a necessary evil to subsidize great and awful content It39s now 20 years later and obnoxious banners continue to bumble along at the top of our screens More elegant solutions have added slicker graphics and video footage to capture eyeballs Meanwhile highimpact screen takeovers which just a few years ago were 39the future39 are now just another irritating distraction that we all can39t wait to bat away Let39s face it Who wants their screen to collapse into an ad when they39re half way through a piece of contentAs content and commerce have become ever more intertwined the Holy Grail for brands is to find a more natural place alongside editorial content amp8211 a more seamless flow between the twoWhich is why disruptive ads are living on borrowed time IAB has set up a taskforce dedicated to finding more natural ways in which to integrate ads into editorial content with the Native Ad Task Force full disclosure Say Media is a member company on the force While IAB seeks to establish some best practices around this emerging style of custom content more traditional ads are starting to jump out of their boxes and embed themselves more naturally alongside editorial content At Say Media we39ve created a bold bold new ad experience on ReadWrite one of the most widely read and respected technology sites It39s the first media brand to ever feature Adaptive Ads which are responsive brand messages that exist within the flow of content amp8211 on any device You can experience it here click and scroll down It39s like a full page ad appearing as you flip through a magazineIn a nutshell Adaptive Ads are big beautiful and contentrich And they39re the futureIn the digital media world we39re increasingly taking our cues from print magazines for great media experiences Ads flow naturally alongside content amp8211 and even feel more personal like they belong there yet we can flick past them if we want to And if an ad is great we39ll take the time to immerse ourselves in it In July39s print edition of Vanity Fair for example Rolex ran a stunning 16page ad featuring various icons wearing its pieces The ad is clean simple and gorgeous You want to read itThe future of online advertising lies in ads that exist in a very natural state next to the content They become a part of the reading experience adapting to mouse or touch controls to feel native to whichever device you39re using In this way ads become content in their own right and Web pages appear cleaner delivering a better experience for readers and advertisersWhen content and advertising coexist like this it means the design can go in interesting directions On ReadWrite and with Adaptive Ads we39ve reduced the amount of interface you see on screen We embrace scrolling instead of working around it Less competition for the user39s attention means that content is the main event The mythical above the fold area in your browser is no longer the only thing that matters Everyone scrolls down it39s just not talked about enoughWhat39s old is new again Adaptive Ads and other bold new formats that will follow are a way to infuse some magic into the content experience It39s a way to bring back some of the beauty of print and truly create something that feels digitally nativeYes all advertising is somewhat disruptive But this more intuitive and elegant way of inviting readers to immerse themselves in the brand experience could be just what we need regain the trust that years of static and annoying ads have erodedPaps Shaikh is European General Manager for Say MediaImage credit God Save the QueenSay Media is a digital publishing company that creates amazing media brands Through its technology platform and media services Say enables its portfolio of independent content creators to build passionate communities around key consumer interest areas such as Style Living Food and Tech For more information visit wwwsaymediacomRead all Say Media39s MediaBizBloggers commentaries at Say DailyCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Annoying Ads Are a Dying Breed – And It's About @%$#ing Time - Say Media

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