Small Initiatives

Matthew Roche, writing at MediaPost, describes how a sizzling multimedia ad experience quickly degrades into a game of "throw me in the dumpster":

"The ad is beautiful in its simplicity and it serves its purpose -- but only to an extent. It enticed me to click through, and the splash page enticed me to click through further. But when I got to the Web site, the experience ended with a bone-rattling thud. I was forcefully (and, I might add, brutally) thrown out of the 'ad' and onto the 'site,' and the experience couldn't have been more jarring.

Sorry, you have to be registered and logged into MediaPost to see the story behind the link. I find the best way to see MediaPost commentaries is to subscribe to, and then properly filter and route, the site's many e-newsletters.

But Roche is right: what he describes reflects what's wrong with Internet advertising.