Finding ‘a better way’ for online advertising

Terry Heaton takes a look at Facebook’s stand against The User Annoyance Issue:

Or, as Ries and Trout demonstrated in Positioning, The Battle for Your Mind, you can “Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there.” I’ve always liked the word “wheedles.” Such a nice, friendly thought, eh?

This is both the success and failure of mass marketing, but times are changing. ESPN had the clout to say no to online ad networks, because they wanted to control the advertising on THEIR site. You may not like some of their ads, but you’ll never be confronted with a 30-second preroll on Facebook is now saying “there’s got to be a better way.” The jury is out here, but I applaud their position.