Today we've got a guest blog from Paul Jacobs:
All of us have been in the situation where a client calls and complains that their commercial ran next to a news story about their competitor, or even worse, next to a negative comment about their business. As a mature industry, we've built in safeguards to keep this from happening too often. Our on-air jocks, continuity staff, and morning show producers are there to protect against these problems happening in real time.
The Internet doesn't have that luxury. Their systems are automated. Advertisers buy rotating packages and key words, so when there's a story or a page they've targeted, banner ads simply appear. It's one of the Internet's strongest selling points – to be able to place clients on pages where the content fits their message.
On paper, this is perfectly logical. But, check out the news story below from MSNBC.com that I came across, announcing the recall of 57,000 Lexus cars. See who the advertiser is (in three places – the top banner, in the middle of the article, and along the nav bar) – TOYOTA.
Wonder if they'll ask for a make-good?
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