Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Printing News Joins WhatTheyThink     Printing Forecast 2018     Production Inkjet     Installations and Placements Tracker

Frank on QR Codes and Ad Blocking

Published on January 22, 2016

Frank opines about the elimination of QR codes and how ad blocking may lower advertising industry revenue.

PREMIUM MEMBERSHIP CONTENT

FOR FULL SITE ACCESS: BECOME A MEMBER OR LOGIN

 

         Email Icon Email    Reprint Icon Embed/Reprint

 

Discussion

By Jules Vansant on Jan 22, 2016

Happy New Year Frank! I don't always agree with your thoughts but on this one... you nailed it!

Patience is paying off for those who produce print & rode the financial wave well these past 8 years. Understanding the integration of print, mobile & web is key to long term success in sales, management & investments.

Ad agencies & marketers will either see the light and diversify their spends once again towards more print in the mix or, as many groups who didn't see the digital age coming, will go off into the sunset.

My 99 cents :) Cheers!

 

By Dov Isaacs on Jan 23, 2016

FWIW, there are several reasons why ad-blockers are so popular. The presence of ads themselves on web-sites is not the real problem.

I contend that it is a combination of factors that turn us off to those ads:

(1) Intrusive ads. This includes ads that not only start playing video, but do so with the sound turned up full blast. It also includes ads that take over the entire web page until dismissed or force you to look at them for a certain amount of time.

(2) Too many ads on a single page. I've visited website that are saturated with many ads from various sources. Multiple videos or animated GIFs appearing on a simple web page are downright annoying.

(3) Overhead - time and data. Combining (1) and (2) above all of which result in calls to other servers/websites for data combined with the propensity to collect all sorts of analytics also referencing to other servers/websites with bidirectional network traffic result in websites that take way too long to load and rack up many megabytes of data transfer, even making gigabit network connections look slow. (It is amazing how many complaints I hear from my customers about the size of PDF files that they want to post for download. Many if not most such PDF files are lean and svelte compared to the monstrous data transfers that invoking some websites cause before anything is even displayed.

Quite frankly (pun obviously intended), although the forced awareness if not full viewing of ads in printed publications may draw some advertisers back to print, the real challenge for advertisers, on-line ad brokers (you know who they are), and website owners is to make the on-line, website ads MORE EFFECTIVE by not oversaturating the viewer with more than they are willing to put up with in terms of too much cr*p on the screen and too much overhead to load the desired webpage. It is this oversaturation and overhead which I contend is the major reason why many of us employ ad-blockers!

I can easily see a future in which prospective advertisers are more selective in where they allow their ads to be placed based on the quality of the experience of the prospective host website including limited number of ads and time to load - and this they may be willing to pay a premium for.

 

By Dov Isaacs on Jan 23, 2016

Oh, and by the way, Frank is now on a ship on his way to drupa.

 

By John Werner on Jan 26, 2016

Frank is on his fourth Cunard around the world cruise, eventually reaching Europe and Drupa. What a nice way to avoid flying! John Werner

 

By Werner Rebsamen on Jan 29, 2016

Old folks travels - on his last trip around the World, Frank, of all the passengers, was the youngest! I wonder if this is still the case.

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Fridays with Frank: Superior Opportunities in Finishing

Fridays with Frank: Superior Opportunities in Finishing

Published: August 17, 2018

Frank interviews Jay Smith at Superior Packaging and Finishing in Braintree, Mass. Superior recently acquired Acme Binding and now is one of the largest finishing companies in America.

 

Video preview: The Success of Roll-Fed Inkjet and Importance of Finishing

The Success of Roll-Fed Inkjet and Importance of Finishing

Published: August 15, 2018

Mark Hunt, Director of Strategic Alliances for Standard Finishing Systems, discusses the reasons behind the surge of popularity in roll-fed inkjet, and the importance of finishing. He also discusses what to expect at Hunkeler Innovations Days 2019.

 

Video preview: Flexible Packaging Moves From Conventional to Digital

Flexible Packaging Moves From Conventional to Digital

Published: August 14, 2018

Karen English, Market Development Manager for Printpack, shares how this conventional flexible packaging converter has implemented digital printing for a hybrid manufacturing process.

 

Video preview: The Ups and Downs in the Future of Print

The Ups and Downs in the Future of Print

Published: August 13, 2018

Kip Cassino, Executive Vice President of Borrell Associates, discusses the cross-generational evolution of print: what's expected to grow and what's expected to decline in the coming years.

 

Video preview: Frank Looks Back at—and Ahead to—Printing News

Frank Looks Back at—and Ahead to—Printing News

Published: August 10, 2018

Frank traces the history of Printing News from its beginning in 1928, and its founder and editor, Leo Joachim. Few magazines have made it to 90 years and Frank is glad that the new relationship between WhatTheyThink and Printing News will see a printed magazine continue. Especially for the printing industry.

 

Video preview: Snail Mail Shouldn’t Be Stale Mail: Five Game-Changing Envelope Products

Snail Mail Shouldn’t Be Stale Mail: Five Game-Changing Envelope Products

Published: August 9, 2018

Trish features five different innovative envelope products that can increase your direct mail open rate. She’ll share and explain what makes each product engaging, and include useful links and information for further exploration.

 

View More Videos

 





Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2018 WhatTheyThink. All Rights Reserved