Assign1: History on Internet Advertising

Article Summary:


The article opened with a discussion of consumers and their need to feel dominant. Before the internet, all consumers could do was watch what they were shown, listen to what they were given to hear, and read what the media selected for them to absorb. When the internet became available to the public, that all changed. The consumer no longer needed to wait for handout information about products. They became enabled; and through this independence, consumers dashed.


The article stated that no other introduction to media grew as rapidly as the internet among their target audience. Because of this, advertisers’ saw an opportunity to sell–not just to consumers—but niche audiences as well. By measuring mouse clicks, webpage eye tracking and post-click conversations, advertisers became capable in creating proficient advertising to attract specific consumers—making completing their search an easier task than once started.


With the internet in the express lane among user rates, advertisers’ tried to develop a method that would get their message out while maintaining the balance and feel of the independent user. They wanted the experience to be intriguing to the extent of a “positive distraction” and still give the idea that, through the user’s search, the client was the reason all ads pertaining to their search surfaced. The only role internet advertising tried to play was support.


Now, with blogging came positive results that were able to produce better insight to advertisers through the consumer’s eye. Not only was a company enabled to know its audience, but advertisers were better able to appeal to specific niches based on “real” conversations.


Online Advertising Milestones: 2005-2010
2005:
• Launch of YouTube
• Time Warner agrees to pay $300 million to settle SEC allegations that the company overstated online advertising revenue and says it will restate financial results
2006:
• May: A massive DDOS assault on Blue Security, an anti-spam company, is redirected by Blue Security staff to their Movable Type-hosted blog. The result is that the DDOS instead knocks out all access to over 1.8 million active blogs.
• August: AOL announces that they will give for free virtually every service for which it charged a monthly fee, with income coming instead from advertising.
• Launch of Twitter
2007:
• AOL purchases Third Screen Media, a mobile phone advertising company, and agrees to purchase Tacoda, an ad firm that monitors consumers’ online behavior.



Speculations for Future Online-Ads:
I believe that online-advertising will almost completely annihilate the use for newspaper ads—destroying the need for newspapers. Generation Y currently prefers the internet to television because of its instant accessibility; because of this, better and more entertaining ads will be placed on the internet. However, this isn’t necessarily a good thing. The article spoke of constant clutter of internet advertising; and, like the roach, I believe internet users will slowly become immune to their affect—leaving the world wondering what the next big media will be needed to keep the audience entertained.