Sunday, December 23, 2012

Brand Blindness

Fede left a note on the fridge comp that he'd joined a study group for a couple months' intense prep work and would be gone a lot. Before he'd left the kitchen the fridge bonged at him and he saw a response from his Mom asking what it would cost. He keyed in that it was free in exchange for using branded materials, and shortly after she responded with an OK.
-excerpt from Roo'd by Joshua Klein

It's a concept that's not science fiction. That is, selling space on physical items to offset costs. A few years back, a couple used the very sort of thing to save money on their wedding.

Television commercials and magazine ads and bilboards just aren't cutting it anymore. Sure, they're still a multi-million dollar expense, but they just don't cut it like they used to. Standard advertisements don't work so well anymore.

A large part of that is the way technology has come. With the growing use of DVRs, many people just aren't watching commercials at all. Newspapers and magazines are going online, and with the ads following, digital ad-blockers are standard-fare. Some internet browsers even come with the ad-blockers built in.

Sure, I have banner ads down below, not to completely pay for the cost of running a blog with my domain, because I know I'm not a big enough name to get away with it, but every ten of a penny helps.

But to me, even when I don't have an (or don't have an effective) ad-blocker running, I don't even see them anymore. There's still there, on the page, flashing away, but I've grown so used to seeing them, they don't draw my attention anymore.

I've developed something of a brand-blindness, or ad-blindness, and I suspect I'm not alone.