Some Advertisers Take A More Disruptive Approach To Display Ads

Many consumers simply ignore traditional online banner ads. In the place of banner ads, marketers and advertisers have tried to replace simple banner ads with higher impact and more expensive ads.

Some users complain that these higher profile and higher impact ads take away from the content of the site and degrade it's overall experience or are burdensome. Yet, these websites strive to find ways to bring in revenue through advertising--in lieu of other debated approaches such as paid content or paid access.

Recently, some media companies (Hearst, to name one), have decided to use the advertising platform created by Pictela to launch high definition brand content that will include video, photos and applications. Facebook for instance will use the Pictela platform for it's newsfeed.

One interesting point (beyond a discussion of the consumer experience of the ads) is that this new model does blur the lines between advertisers and content producers--as ads will begin to take on a more "story-like" presence.

The ads are clearly disruptive. Many users will not appreciate that ads are becoming bigger and more disruptive than ever with this new line of high definition advertising. Perhaps the approach that advertisers will take to win over users is to make the ads more closely tied to their interests and become content in of themselves. One thing is clear, advertisers should not anger consumers in the process of building a more lucrative advertising model.