Meet Daniel, he is an advertisement running down the side of a news article web page. He bounces on that trampoline whilst you try read an article. Well, it got my attention (score 1 ad designer). As I tried to read the article however, the little fellow kept jumping and catching my eye (score 2 ad designer). I got so annoyed with the constant distraction I looked for ways to turn off Daniels jumping. No luck there, not even in the Flash controls.
So I closed the page: (and got on with my life)
Final scores:
- 3 to the ad designer - I kept coming back to the advertisement
- -1 to the client because I am now annoyed with the advertiser ( score 1 bad brand perception)
- -1 to the newspaper and journalist since I'm not reading their content now and associate them with annoying ads (tarred with the same brush)
- No win for me (or website visitors) either - I made a conscious decision to say 'enough, I'm walking' to the advertiser, the news paper (which I normally enjoy) and going somewhere else where the ads are less annoying.
Where did it go wrong? It didn't let my attention go!!! Grrrrrrrrr
It was like a (ironically) a small child demanding my attention when I was reading a book in the real world. Like said child, it did not stop when I felt had dealt it a fair share of my attention. It would not let me get back to my business increasing my annoyance.
Ads should not be demanding, they should attract your attention, and politely get out of the consumers face and let them get on with their life. Moral? Behave like an attention seeking child and get sent into the naughty corner.
Solution? Controls for people to stop Daniel bouncing and a time out. I would have looked on him a lot more kindly if he knew his place after I had seen what he wanted.
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