Why Traditional Advertising Is Broken

So I’m watching the game last Sunday and, for a change, I’m watching it live rather than as I usually do, a half hour after kickoff so I can fast forward through the commercials using my DVR. As a result, of course, I was forced to endure the commercials.

I’m forced to watch ridiculous commercials demonstrating a certain super duty pickup truck’s ability to tow a cargo plane. Let me ask you, how often do you find a need to tow a cargo plane?

I get more and more annoyed as the game goes on and I have to watch this carpet bombing of stupid commercials that are absolutely irrelevant to yours truly.

The whole time I’m thinking this whole process is a colossal waste of money and effort. Both myself and the advertiser are losing in this attempt at communication; my time is going to just as must waste as the advertiser’s money. I’m not their target market and I never will be and the advertiser is paying millions of dollars for a two to five percent return.

And, you must know, this is coming from someone who really likes advertising; good advertising, anyway.

Someone forgot to tell television advertisers that we live in an on-demand, self-selected world. I want ads on my own terms and now I have the tools to enforce that desire.

This video nicely demonstrates the problem with traditional advertising. It was produced by :

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About David Erickson

David Erickson is principal of e-Strategy Media, a digital marketing consultancy based in Minnesota. David has extensive experience in digital marketing and is often used as an expert source by media and asked to speak on the topic before organizations and to sit on panel discussions.

2 Comments

  1. isedb.com on October 24, 2007 at 4:35 00 pm CDT

    Why Traditional Advertising Is Broken – Internet Marketing Blog

    Someone forgot to tell television advertisers that we live in an on-demand, self-selected world. I want ads on my own terms and now I have the tools to enforce that desire.



  2. isedb.com on October 24, 2007 at 9:35 48 am CDT

    Why Traditional Advertising Is Broken – Internet Marketing Blog

    Someone forgot to tell television advertisers that we live in an on-demand, self-selected world. I want ads on my own terms and now I have the tools to enforce that desire.