Add-Art: replace online advertising with art
…Standardization is what allows businesses to operate at scale. It may be that standards need to be refreshed every few years, but a lack of standardization leads to a lack of dollars.
Refreshing every two years just isn’t fast enough in a digital world that is evolving faster than anyone can keep up. The best solution right now for marketers is to fill the “standard” spaces in more creative ways, but I believe even that loses it’s effectiveness over time.
I’m not saying I know the solution. I just think that as an industry, we may have to give up our dependency on standardization and start exploring other models or ways of doing business. Just like we need to stop using the term “best practices.”
But I can argue about this forever and be completely wrong. In the end, I’m just another emotionally driven creative person that doesn’t like to be put in a box (or a rectangle or a tower for that matter!).
I’d like to know how many people are actually replacing advertisements with art at this very moment. I’m willing to bet money — real money — that the answer is “not many.”
You’re right, though, that standard Web banners are losing their effectiveness. That’s because they’re more than seven years old.
Also, just because there are standards that allow us to operate at scale doesn’t mean that you can’t literally think outside the box. You should. It’ll just cost a little bit more, both in terms of what your partners charge and the amount of time you and your colleagues have to spend on the campaign. And the results should, hopefully, be similarly outsized.
