Monday, February 22, 2010

“Why Are We So Afraid To Disrupt The User Experience? We’re In Advertising.”

The above quote was from David Moore, 24/7 Real Media Founder and IAB board of directors chairman. He was speaking at the IAB Annual Leadership Meeting on Sunday night.

Let me get this straight. The chairman of the board of directors of the IAB basically says that since we’re in advertising, part of our job description is to disrupt the user experience.

In other words, the definition of advertising needs to include the word “disruption.”

I’ve heard many definitions of advertising – to inform, to entertain, to engage – being just a few. But to disrupt?

Mr. Moore, you need to remember that the viewer is in control of the digital space. When you disrupt their experience, they leave. When the advertiser was in control, advertisers could disrupt. The viewer had no choice.

Today, it’s different. Today, the viewer is the boss.

Curiously, in his statement above, Mr. Moore refers to viewers as “users” – Why are we so afraid to disrupt the user experience?

Perhaps changing the word “user” to “boss,” would change his way of thinking.

Why are we so afraid to disrupt the boss’s experience?

I’m sure you already know the answer to that.

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