Is it me, or am I seeing an explosion of ads on the internet? First it was on page ads, then pop-up ads, then double pop-up ads, and now we’re seeing new kinds of animated ads attacking us from the bottom up, or expanding out from the sides of our web pages. We’re forced to see video ads that demand 30 seconds of our precious time – when will it be 60 seconds? This sucks. If I had to watch ten 30-second ads a day, that would be 300 a month, or 1.5 hours a month devoted to waiting to see content. I’m getting old, and time counts, because it’s running out.
Everywhere I look there is bait to trap me into viewing ads. Are we intelligent beings seeking information, or just gerbils being trained to click on ads.
Again, is it me, or is the web content changing, so as to trick us into seeing more ads by offering more prurient content? Many sites are sexing up their article come-ons, either with sexy photos, or with outrageous titles, or tempting us with juicy tidbits of gossip, to get us to click to read, only to force us to wait through one or more ads before rewarding us with their lame-ass stories. Often a promised video news story is shorter than the ads I have to watch to pay to see it, and often that news is seldom worth seeing.
I completely understand that nothing in life is free and I have to pay for my lunch, but some techniques used by contemporary publishers are just so damn annoying that it makes me want to avoid their wares completely and the products they advertise.
This morning The Mail promised me story about adult elephants rescuing a drowning baby elephant, but when I clicked to see the video they asked me which ad I wanted to watch. Neither were appealing, so I just closed the window. If they had had an ad for something I’m interested in I might have watched, but most ads are for things I completely don’t care about. The time it takes to watch them are a complete waste of my life.
That’s what I do more and more, close the window or tab, rather than see the ads. I’ve even thought about going back to paper magazines to learn about the world, because web page ads are ruining the internet for me.
Demanding Our Attention
I understand that reading on the web requires seeing ads. Ad supported sites are the norm. However, the visual bombardment of ads on landing on a web page seems to be escalating to the point that I wished I could tell Chrome and Google to ban some sites for the rest of my life. The other day I went to a site that resized the screen to blow up ads on the right and left, and along the bottom of my screen. And pop-up windows with ads is becoming the norm. And audio ads that automatically turn on are growing in popularity too, even though they are extremely annoying.
Advertisers are finding ways to capture our attention and not let it go until we’ve seen what they want us to see. I hate that. I wish there was some way to send you the finger online.
I’ve learned from growing up reading newspapers and magazines how to tune out passive ads. And I’ve tried Chrome extensions like AdBlockPlus, but it doesn’t work perfect, and I’m not really sure it’s kosher. I’m willing to pay for my supper, if it’s reasonable. That’s the trouble with internet ads, they aren’t reasonable. Neither, are television ads. Or phone soliciting. Because I don’t subscribe to cable, I get over-the-air TV, which is chock full of ads.
A big portion of my retirement life is avoiding ads. It’s becoming a war.
Ads want our attention, and that’s understandable. If only I only had to watch or read ads for things I was interested in. The advertising world is based on grabbing our attention, but I can’t believe all the expense they go to in gaining our attention is practical. How many people actually buy something because of an ad?
What we need is a new ad paradigm.
Information in Slide Shows
A common trick now is to have a sensational topic that involves 12, or 15 or 25 pages of slides. Each segment of the list involves reloading the page, and thus regenerating ads. Isn’t this just web page trickery to add counts to their ad counters? Part of the problem is not the advertisers, but the publishers. All too often content on the web is geared to making us click. Just how much worthy news do we need each day. Certainly not enough to fill millions of web sites.
We’re just rats in the maze being taught to click. That’s not good for us, or for people selling stuff. I want people who have something worthy to sell to succeed, but find success with people who need and want their products. I hate that the internet has become a click factory generating economic activity.
Man, we really need a new ad paradigm.
How Could Things Be Different?
Aren’t web cookies, the NSA, credit card transactions and cash register scanners already supposed to know what I buy? Why can’t I log into a web site daily and see ads meant just for me and earn some kind of ad income credits to be automatically spent as I go to web pages during the day? They could see I’ve already prepaid and let me look at their content without annoying me.
I’m willing to pay not to see ads. I subscribe to Rdio, Netflix, Amazon Prime, Spotify, Warner Instant Classics so I don’t have to see ads. I also subscribe to Hulu Plus, and they force me to see ads, which seems incredibly unfair. I’m seriously thinking of canceling them because of this. If I pay for a subscription I should NOT have to see ads. I also subscribe to The New York Times, and their site does have ads, but so far they aren’t too annoying. Yet, every time they interrupt my reading with a pop-up, I think about cancelling my subscription.
There’s got to be a better way. However, I don’t think Advertising Age disciples are thinking in that direction. Generation Like, as one PBS documentary called our young people of today, not only accept ads, but embrace them, becoming marching morons for advertisers and these kids don’t even understand the phrase “selling out.” Our modern world has become so Orwellian in ways that George Orwell failed to foresee. He thought only communism would use Newspeak to conquer the masses, not understanding that capitalism would use it too.
In my war against ads and telemarketers, I feel like I’m Winston from Nineteen Eighty-Four always seeking ways to avoid the view screens of Big Brother. John Varley wrote the classic paranoid science fiction story about machine intelligence called “Press Enter _” back in 1984. In it, his character moves off the grid and won’t use anything electrical to escape from an evil intelligence living on the net. Is that the only way to escape the advertising world?
Take Up the Cause!
Watch what you click. Don’t encourage the enemy. Close those windows. Don’t go to sites that take advertising too far. And please some of your brilliant tech gurus, invent some way for people to market their wares to people who want them without making billions of us not have to see trillions of ads we don’t want to see.
JWH – 5/14/14