Can We Get More Annoying?

Published on 10/23/2008 in Profound Thoughts. Comments

Table top ads, originally uploaded by david parmet.

This ad is running on every table top in the food court of the Trumbull (CT) Mall.

Forget for a moment the fact that there aren’t any REAL ads running, only ads for the ad shop. What I’m wondering is why interruption a still the default model for the ad industry, as opposed to engagement?

Is peaking through every crack, every nook and cranny of my attention really going to get my attention? Or is it just going to annoy me?

Ad people, please chime in….

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  • interruption is still the default model because the type of person that would be eating at a mall food court and be surprised at the great ad opportunity on mall food court tables are not savvy enough to understand engagement.
  • First of all -- if taking a picture, uploading it to your website, writing about it and publishing it isn't "engagement" I'm not sure what is. ;-)

    But I get what you're saying.

    Still, advertising will never truly change because the target (the human mind) is largely unchanged over the last, oh, several hundred years... or more.

    Branding by association (or "interruption") is still a very valid way of increasing both awareness and perceived value of one's product. Doing so in a targeted sense where the context is relevant is a (much needed!) bonus. Engagement then adds to this in a very big way, as is evidenced here.
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