The redoubtable T Campbell (so don’t doubt him unless you’re willing to redoubt as well, Slappy!) dropped some email on me earlier today; let’s share, shall we?
Today sees the launch of One Simple Ad, a simple and original idea, an unprecedented value for advertisers, a unique and intriguing idea for a site, and an unapologetic attempt to keep myself out of the poorhouse.
I would appreciate it if you gave the site a moment of your time and attention, and asked others to do the same.
Done, and done (and, my I say, noble goals on Campbell’s part). My time and attention having been spent, here’s my thoughts:
Interesting idea on an intellectual level: one ad plays on an otherwise empty page, nothing to distract, pure laser-like attention from the viewer on the ad and nothing else, all good things from the perspective of an advertiser. But I don’t get it viscerally; I don’t see the benefit to the person with the eyeballs that are intended to be captured. Campbell’s got an interesting take on the FAQ page:
Who will visit?
People who believe that advertising is an art form in its own right. Andy Warhol showed us that neat things happen when you combine art and commerce in new ways, and Super Bowl commercials have shown us that advertisers respond well when you give them one big chance to make their pitch. I grew up the proud son of an advertising executive, so I appreciate ads at their best, and this site should give people an incentive to create some!
Which, um, yeah. I might be speaking purely for myself, but advertising is what I put up with to get free media, not something I seek out … and I think most people are of like mind. The fact that, in a world of near infinite space on the digital cable converter, there’s no Ads Channel is clue #1. The fact that if you ask 100 people what one gadget in their house, if it broke today, they’d have a new one by tonight, will cause most of them to answer “My TiVo” is clue #2. And I can see the Super Bowl argument kinda, but then Campbell adds in this bit from the T & C:
- Ads should be non-animated image files (GIF, JPG or PNG). [my emphasis]
That’s not a Super Bowl ad, that’s going outside the house at intervals during the Super Bowl and staring at a billboard for 30 — 60 seconds. And nobody’s gonna stare at a billboard that long, even if it’s as brilliantly wrong as the [in]famous Pork the one you love. That’s clue #3.
Anyway, there’s about five ads in the rotation now (four if you discount the fact that one is for Campbell’s own webcomic); they’re … ads. Campbell’s is pretty to look at and all, but nothing that’s going to make me want to come back and hit the refresh button on a daily basis. Unless you’re already reading James Lileks tributes to old ads, I’m afraid that this one’s not likely to capture your imagination.