A few days ago, when reading my daily number of Apple-related articles on the Internet, I stumbled on a web page from a respected computer magazine (not a Mac one), talking about iPods and how great they were. Since I always enjoy seeing what people like and dislike with the same product, I proceeded to read…
However, there was a slight problem… After two mere sentences, the text ended abruptly, with no apparent way to go further. Since this was not a “preview” of a paid site, I looked desperately for an appropriate link and finally found it, at the very bottom of the page, right after 4 piled up banner ads. To make things easier, the link was in pale blue over a white background, surrounded by flashing “click me”, “you won” and “you have mail” GIFs — probably a way to make the user look for a longer time, increasing the exposure of the ads.
Then, I looked more closely at the structure of the page. It appeared that, even though the site was a legitimate one from a big money-making company, only a small frame in the center of each page and the buttons bar at the top came from this company. In a desperate effort to increase ad revenue, the webmasters has literally framed any usable content with banners or buttons, making the site not only ridiculously slow to load but also unbearable to read — after two minutes of GIF-powered brainwashing, I had to turn images off completely to focus on the review. The size of the frame allocated to usable content was so small that the short column about iPods was cut in 6 or 7 pieces ! Imagine the size of this site on the server !
Unfortunately, poorly designed sites and visual SPAM are so common on the Internet that they would not be worth a blog. What worried me more is the amount of coding, scripting and cookie-ing that went with all these ads. At least 3 ads providers had teamed up to deliver so much “interactive content” to “potential customers”. Simply by loading the page, my browser’s CPU consumption doubled and I was sent around 20 cookies, refreshed on a regular basis to make sure that I would not be presented with the same ad more than once…
Safari, Mac OS X and my cable provider all worked together and digested this incredible amount of junk pretty well… However, I cannot imagine what may have happened to someone surfing on a Windows XP machine, with dial up — there were a few pop-ups, pop-unders and ActiveX niceties lying around, according to what I saw in the code of the page.
Advertising on the net may be necessary (I am not really convinced of that one but let’s pass) but we seem to have reached the point where sites are literally built around ads, not the reverse. I have nothing against one or two banners on a page if it can help someone run a great site. However, too much is too much, even for the most enduring Internet users.
Many people I know use anti-ad systems, that effectively get rid of 90% of the banners they are seeing, if not more… Sure, this solves the problem temporarily but it is far from a good solution : since banners are less effective, sites are beginning to pile them up to ensure that the remaining users who do not block them will compensate for the others. SPAM (through mail or even IM) is growing since a certain population of the online advertising industry needs to find other ways to express itself…
What if, just for fun, sites cut in half the amount of ads they include ? They may be pleasantly surprised… If the goal of advertising is to seduce people and convince them to buy a product, you may as well do it gently and with style : it will be all the more effective.
Until next time, dear Mac users, enjoy thinking different !