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June 10, 2008

Annoyance is Futile.

Jaimy Szymanski | Web & DigitalSo the other day I got to thinking about how annoying online advertising is … usually.

Or, at least I got to thinking about the fact that there’s probably a mathematical ratio waiting to be discovered that relates an online ad’s annoyance level to its effectiveness.

(By “effectiveness” I, of course, am not talking about tangible metrics like click-through rates or the ability to generate unique site visits. That would be too easy … and no fun.)

I measure “effectiveness” in this case as the ability to generate positive brand awareness or change a user’s opinion of a brand, product or service in a favorable manner. Because, ambiguity is underrrated.

Anyway. All of these ingenious (sarcasm, anyone? That’s what the italics mean, people.) thoughts stemmed from one highly positive online ad experience I had amidst a weekend perusal of Weather.com. The internet-advertising-God-in-question? A1 Steak Sauce.

What made the ad so memorable to me was the fact that, upon clicking where prompted, I was not bombarded with droves of pop-ups that would eventually lead to a new laptop and five years probation (don’t ask).

Instead, the ad simply enlargened a bit and allowed me to click through a few fun little tasks and, after I was through, IT LET ME GO.

So, what’s the moral of the story? A1’s online ad may not have generated any immediately measureable results in the form of site visits, but it did favorably increase A1’s brand positioning in the mind of a potential consumer.

Thanks to that single ad, I might consider purchasing A1 in the next trip to the grocery store.

And I don’t even like steak. Or sauce for that matter.