Comments on: Apple’s Exclusive Ad Unit Signals Potential for Agency-Publisher Collaboration http://blog.360i.com/web-design/apply-nytimes-display-advertising-collaboration Digital Marketing & Social Media Blog Wed, 25 Aug 2010 08:38:19 -0400 http://wordpress.org/?v=2.8.6 hourly 1 By: Robb Lewis http://blog.360i.com/web-design/apply-nytimes-display-advertising-collaboration/comment-page-1#comment-119 Robb Lewis Thu, 30 Apr 2009 15:59:36 +0000 http://blog.360i.com/?p=1208#comment-119 Creative ideas need to factor in the audience of the property as well. Unfortunately the economy has forced many pubs to allow advertisers to dominate their user experience (aptly called roadblock ads). While Apple + NYT may be able to get away with this, a majority of properties and brands will not. Just ask yourself if the NYT did this type of Ad with Microsoft would everyone be all excited, calling this the start of a new agency publisher collaboration? Not a chance! If the Apple ad played on an IT dominated site to tech folks, say slashdot, would they all be talking about how great the ads were? no way! Don't get me wrong, I think this is indeed a creative approach and if you have the right audience and the right advertiser it can do well. I happen to be a Mac user and liked the ads personally. But it's just not something that will work across all properties with all ads so in the end it's another custom ad unit. Pubs will need to balance if such an ad that dominates their user experience will be accepted by their audience or cause them to leave. @robblewis Creative ideas need to factor in the audience of the property as well. Unfortunately the economy has forced many pubs to allow advertisers to dominate their user experience (aptly called roadblock ads). While Apple + NYT may be able to get away with this, a majority of properties and brands will not. Just ask yourself if the NYT did this type of Ad with Microsoft would everyone be all excited, calling this the start of a new agency publisher collaboration? Not a chance! If the Apple ad played on an IT dominated site to tech folks, say slashdot, would they all be talking about how great the ads were? no way!

Don’t get me wrong, I think this is indeed a creative approach and if you have the right audience and the right advertiser it can do well. I happen to be a Mac user and liked the ads personally. But it’s just not something that will work across all properties with all ads so in the end it’s another custom ad unit. Pubs will need to balance if such an ad that dominates their user experience will be accepted by their audience or cause them to leave. @robblewis

]]> By: Lenny Malone http://blog.360i.com/web-design/apply-nytimes-display-advertising-collaboration/comment-page-1#comment-118 Lenny Malone Thu, 30 Apr 2009 15:13:48 +0000 http://blog.360i.com/?p=1208#comment-118 Great article! Great article!

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