If data suggests video ads work best on “content” sites instead of social media sites, why make ads at all?

By Ted Page, Captains of Industry
This AdWeek article highlights a new report from Eyeblaster that tells us that video ads on social networking sites don’t even have time to load before viewers are on to the next thing (the ads are ignored), while the ads do better on “content sites.” When there is relevant content on the site, apparently, ads in close proximity to the content are viewed more (although not much). This is good
to know, but it also begs the question of why create and place ads at all if people are interested in the content? Why not make short, snackable web video content about the product that educates people instead of trying to sell them something with a slick ad?

When I’m in the market for a car, or just about anything else, the LAST thing I want to look at is an ad. I’ll read product reviews by real people on blogs. I’ll read Consumer Reports. I’ll watch video on the web that tells me something I need to know. We’re not living in the age of Mad Men. So let’s stop “marketing” to people as if we are, and engage them instead with something that’s valuable and informative. I’m going to lunch now and have two martinis (not really, but it’s nice to dream).