I think the concept of forced advertising is gradually creeping into the internet. This concept is the reason many viewers are abandoning television for online entertainment options. To rely on the same strategy that online users despise is to betray HULU's myopic perception of what its users really want or its inability to distinguish the differences between TV and internet advertising.
Traffic online is driven by individual choice. A user looks for a site he wants, he finds numerous ads, and he clicks on the ads that he/she is most interested in, and the ads are in the process guaranteed subsequent repeated hits by this unique and issue-specific audience. This strategy is based on the concept of freedom and on the idea that the audience is the one that can be best trusted to determine and choose what he/she wants. The effectiveness of this method of advertising underlies the success of internet adverting on such sites as Yahoo, Google, or Youtube etc.
If I am watching a TV and an ad comes on, there's no guarantee that I'll sit back and watch it. I might do one of several options; I may watch it, I may mute it, I may switch channels for the duration, or I just choose not to watch TV all together. What I have come to realize is TV adverting, which relies on forcing the audience to watch a commercial, is a nuisance. Traditional online advertising on the other hand, which gives the audience freedom to click on the ad he/she wants is more effective and less repugnant to the user.
When a society, whose paramount ideal is free will and choice, to rely on force and compulsion in driving sales, only one conclusion can be reasonably contemplated -- audience backlash. Make no mistakes about it, it happened to television, it could also happen to the internet.
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Do Onto OthersSeason 3 : Ep. 22 (44:32)
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