Okay, maybe that's an overstatement, maybe. But think about it, how many websites have you visited today and how many ads can you remember seeing on those sites? I visited a few sites this morning – the New York Times, Adage.com, Youtube and Facebook among others – and the only ad I can remember seeing was an ad featuring a QR code that I think was for IBM.
The Interactive Advertising Bureau wants to "fix" that by offering bigger more intrusive ad units with more interactivity.
I hate to break it to marketers, but people don't come to the web to look at your ads. They're here to catch up with friends, read a few articles, and watch a video of a cat playing the piano.
Making the ads bigger is like a five-year old yelling at his mom while she's on the phone hoping to get her attention. It only succeeds in being an annoyance.
I know someone has to pay for content on the web and advertising sponsorship seems like a logical source, but no one has cracked the code yet and it seems like the industry is getting desperate.
Oh, I went back and looked at that ad I noticed and it was for AT&T.