Conditional advertising
How do you react when you are FORCED to see an advertisement? Let's say you happened to recall a song from a sitcom and want to check out the video. After spending some time, you finally get the song on youtube. Now you play it, but you are forced to watch a 30 second ad of some Hindi saas-bahu serial that is going to start in a week. What's your reaction? What's the impact of this ad? This advertisement is definitely costing you a bit and every time it plays on someone's computer, the advertiser is paying for it.
If someone is searching for a metal video or a WWE clip, may be a Seth Rogen interview or Charlie Sheen's maple loops jingle and you play this saas bahu premiere - you are just PISSING HIM OFF. In this case however you are ONLY making sure he will never ever watch this serial. But let's say it wasn't youtube and some website like youtube, then you are pretty much making sure that he will never come back to your website. But if someone was watching some episode of a TV serial on youtube, this ad might have been relevant.
This brings me to what I call as 'Conditional advertising'. Based on the user's behavior, the same advertisement can create a positive or a negative impact. Advertisers should make sure that they create "GOOD IMPACT" or "NO IMPACT". Let's take a few more examples where ads have created a negative impact.
5. Emami fairness cream : The 'Hi Handsome' part is just ridiculous
4. Dhoni's MaxxMobile Ad : Ye mera saatva maxxmobile hai. How can someone lose 6 phones? and that too India's most intelligent captain?
3. This is probably why Hrithik Roshan is not seen doing advertisements these days
2. JK Super Cement : They are known for their 'no connection to the product' ads. Among the worst ads ever, the first one takes the cake.
1. The Youngistaan game series: This has to be the worst 'ad campaign' of the Millennium!
Sanjay Dutt: Kaid me bulbul hogi jab Baraf ki baarish hogi..
Capturing user behavior becomes really important in advertising. This again comes from a lot of segmentation exercise and market analysis. Sometimes it can be very simple, like identifying a person's age and advertising the product that is right for his age. Sometimes it can be very complicated involving tracking a person's age, gender, disposable income, family background, spending patterns etc and that's where Adjetter comes into picture - Advertising to the right audience.