Why Do Traditional Advertising Formats Fail on the Web?

Article Source: http://seekingalpha.com

Article Link: http://seekingalpha.com/article/78719-why-do-traditional-advertising-formats-fail-on-the-web

by: Scott Karp posted on: May 25, 2008

As media companies struggle to figure out their digital future, the elephant in the room is that they have only been able to monetize online audiences for pennies on the dollar compared to traditional media. Here’s why: Traditional advertising formats FAIL on the web. By traditional advertising formats, I mean display ads, video ads, and any other ad whose format and value proposition approximates or imitates that of an offline advertising format.

Advertisement