Feb 28, 2005
Ads are here to stay: planning for ad placement
Ads: IAs dislike ‘em; I dislike ‘em. And, as an information purist, I believe everyone dislikes ads. They interfere with navigation. They flash annoyingly. They disrupt the flow of content, awkwardly placed, as so many of them are, right in the middle of the content we want to read. Even worse is when they have been somehow blended into the content, as if we wouldn’t notice. Ads, in short, dilute content and diminish the effect of a page.
This interference can be especially frustrating for IAs. We spend time architecting a page that will meet user needs in the best way possible. We’ve done user research. We’ve understood business models. We’ve brainstormed. We may even know that a page has to support ads, but if you’re like me, you try to place them somewhere out of the way, like the bottom of the page. And then the dreaded moment occurs, probably at the final schematic review, when the marketing director or some other important stakeholder looks at the page, searches in vain (ignoring all your fine work), and finally points to the top of the page and says, “We need an ad right there.”
What’s an IA to do?