What's Required For Straightforward Advertising Design Strategies

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The Promise of Interactive TV Ruined Online Advertising

Google Search on Samsung Laptop Remember Interactive TV? It was discussed for decades before finally coming to fruition in the early 1990s. It never got very far, thanks in part to the internet boom, but it has ruined advertising to this day. I was told at some tech dinner in the late 1980s that some interactive TV gurus had determined that by monitoring your remote control, a marketing company could psychoanalyze you in two clicks. I found that hard to fathom. Ten clicks, maybe. I think it would be hard to do even with hundreds of clicks the way people surf channels, but that was the thinking: two clicks. Which brings us to the holy grail of advertising that interactive TV was trying to achieve: targeting. It's the idea that if you are contemplating buying a new ink-jet printer you'll be served with an advertisement that appeals to all your sensibilities and brand prejudices within a split second of your desire, promising you the perfect deal for a printer on the spot. It's irresistible and immediately actionable. Advertising executives swoon just thinking of this.

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