How NOT to create an advertisement that will appear in a screen publication

bad-ad-2During the early days of the web, it wasn’t unusual for a company to develop a website that worked only if someone used a specific browser. Land on that site using the wrong browser and you’d be instructed to download the correct browser (for their site).

Over time, reality set in: The web belongs to users.

Using the iPad app of the Wall Street Journal today, I was “swiping” through screen pages when I ran into the screen ad appearing at the left. (The name of the advertiser is pixelated because my point is not to single them out, but to use it as an example.)

The advertiser uses its first impression to do what? Tell me how to use an iPad differently than how I’ve used it for a couple of years. No thanks.

Lesson: The iPad has an accelerometer built into it to serve the reader, not the advertiser. Because the makers of the iPad and Android tablets and most smart phones have provided users such control over their devices, each individual user of an iPad, et al, has been able to determine the way he or she prefers to use it. So remember this, screen publishers and the advertisers that pay to appear in them: You may be a horizontal person. I may be a vertical person. It may be easy to rotate the device around. But not as easy as it is to go to the next page.

Vive la différence. 

About Rex Hammock

Founder/ceo of Hammock Inc., the customer media and content company based in Nashville, Tenn. Creator of and head-helper at SmallBusiness.com.
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