apparently, you need to know your credit score - desperately. so a few pages browsed on the web in recent weeks would make you believe given the recent preponderance of credit score ads. that's only part of the problem. it seems we've taken a time warp back to 1995 when crappy online ads with flashy line art, blinking incessantly and generally looking like a 4th grader's attempt at making an ad for their daddy's company ruled the world. everything old is new again, and shoddy online ads have made a comeback.
here's a colossal collage of credit crap:
i guess i can't fault sites for accepting these ads. they are there to sell banner space and usually that's on a first come first serve basis. the credit score people were the first to the table, or maybe the only ones. you'd think that was untrue as the web was the one advertising vehicle everyone thought would weather this financial storm better than the rest, but the sheer volume of these ads has a different story to tell (something to be argued when numbers are available).
making a buck is one thing so you can be around when the dust settles on the recession/depression, but building a brand is quite another. i'm just going to put it out there: sites that accept these ads are destroying the advertising potential for everyone. and i mean for both sides of the ad game.
for advertisers, this just makes online ads even more of a turn-off for a site's audience and potential consumers. the few ruin it for the rest. ads become wallpaper even more and their impact lessens considerably. even their strength as branding vehicles erodes.
on the other side, the site itself, which is actually a brand that needs to be cultivated as any other. slowly these websites are compromising the quality of their brand and product. they are make it known that they have low standards and are in this for the revenue - value to consumers isn't a factor. that's a big miss. and it makes your site look ridiculous.
dare i say, websites have a responsibility to both their audience and advertisers - neither the site can survive without - to weed these types of ads out. it's not benefiting either. here's a handful of solutions to keep your sites at a high standard and not with a 'sell-out' plaque on it.'
- offer discounts to higher grade advertisers to encourage them back in the market
- reduce the number of ad units on the page. then each ad has more impact, position and effect. that and your site isn't junked up with meaningless ads
- run house ads instead
- bonus key clients more impressions
- just run nothing, at least it will be cleaner