I love that it’s only the kids that see the magic around them.
Most ads are dramatic. We want them to be traumatic.
It’s funny but I expect advertisers will actually be trying this in the future as they continue to lose the attention span of consumers.
Merlin Mann was a guest on episode 21 of The Shakes and dropped some great nuggets including the idea of the lead ticket – as a counter to a discussion about the Willy Wonka golden ticket – creating or manufacturing excitement about your new “thing” you’re trying to sell or pitch to someone:
The lead ticket is anything where you go in and are trying to leverage somebody’s time and attention in order to get something of a relatively, usually, small amount of value by doing something they wouldn’t ordinarily do. That could be clicking an ad, gotta put something on your Facebook page. It’s this thing where you’re encouraged to allow yourself to be photographed next to the logo in order to get a free raisinette.
Some brand manager came up with the idea of “oh, we’ve got to leverage social media.” The lead ticket is something that buys you very, very little long term value and you grudgingly give away a little piece of of yourself which most people don’t seem to mind. Which troubles me.
Merlin’s like a voice calling from the wilderness reminding us of a time when we used to value our souls. And our friend’s attention span.
Hopefully surprising no one, Facebook plans to put ads in once the platform is big enough:
“Kevin [Systrom] has always been clear that we’re building Instagram to be a business,” Zuckerberg said. “We expect over time to generate a lot of profit from it. We think the right focus for now is to continue increasing the footprint of Instagram and, when the right time comes, we’ll think about advertising.”
When they do this, they should also offer a $5/year pro plan to not see ads. And that’s it. Just a little button that takes $5 from your Facebook widget bank account thing 1 a year so you don’t have to see ads.
I’m not saying every internet thing has to charge money to be successful. Just give folks an option to pay you and not default to ads as the only way.
- I don’t know what Facebook is calling their bitcoindollars. Who cares? ↩
Back in May Microsoft bought Skype for $8.5 billion dollars. Now the pressure is on to not only recoup that money, but start making some money off all those conversations people are having. The solution, according to Skype, is advertising. And not just a little popup on the side of your Skype window, they’ve got “Conversation Ads” which are as disgusting as they sound:
While on a 1:1 audio call, users will see content that could spark additional topics of conversation that are relevant to Skype users and highlight unique and local brand experiences. So, you should think of Conversation Ads as a way for Skype to generate fun interactivity between your circle of friends and family and the brands you care about. Ultimately, we believe this will help make Skype a more engaging and useful place to have your conversations each and every day.
Luckily the new ads are only enabled in the Windows version of Skype for now and only on audio calls.
Makes using a traditional phone more attractive all the time.