[WEB4LIB] Re: Banner ads and ages

[HTheyer]

When I did a presentation on kids and the Internet for parents, I always
include a study done on kids and TV commercials.  (I don't have my notebook
in front of me, so I can't cite it here, but here is the gist of it)

Young kids shown a TV show with commercials, then asked to describe the plot
of the show will incorporate the commercials into the show even if it makes
no logical sense.  For example, they have the characters of the show going
to a place shown in the commercial, or have the character from the
commercial as part of the show.  It is especially true if the show and the
commerical are both animated.

There are reasons for limits on advertising to kids.  TV shows for kids
specifically have "bumpers" to tell the audience you are leaving or
returning to the show.  That's where the cheery few seconds of "Scoooby Doo
will be right back!" comes from, it's mandated by law.  You also cannot show
a commercial featuring characters from a show during a kids show.  That is
why Flintstones cereal is not advertised during the Flintstones, and the
Simpsons are not selling Butterfingers during the Simpsons show.  Again,
mandated by law.

I think the same should apply to ads of any kind on kids web sites.  They
should be labeled "advertisement" and not feature the same "characters" as
the site.  I think most ads for kids on the Internet are brighter, flashier,
and more visually "attractive" than the sites they are on, and that is a
pity.

I haven't done my presentation in a while, but most parents were stunned to
hear that there is regulation on advertising to kids on TV.  One Mom said
"But the commercials are so frequent and annoying I just assumed nobody was
doing anything about it."  Think of how bad it would be if nobody was.

I don't know how this will apply to library web sites, but the parallel is
interesting to consider.

Hillary Theyer

----- Original Message -----
From: "Gerry Mckiernan" <GMCKIERN at gwgate.lib.iastate.edu>
To: "Multiple recipients of list" <web4lib at webjunction.org>
Sent: Thursday, August 17, 2000 11:31 AM
Subject: [WEB4LIB] Re: Banner ads and ages


> Hello Jerry/
>
> >>> "Jerry Kuntz" <jkuntz at rcls.org> 08/17/00 12:01PM >>>
> >A couple of weeks ago I took the liberty of veering Gerry McKiernan's
>thread on library banner ads off on a rant against banner ads on kids'
>research sites. Here's an article from Wired News that supports the idea
>that younger children are more easily distracted:
>[http://www.wired.com/news/culture/0,1284,38232,00.html
>
>    Thanks for sitation and for the excerpts.
>
> The NY Times today also had a similar report  "Study focuses on Kids and
Advertising"  and is available at
> [
>
http://www.nytimes.com/library/tech/00/08/biztech/articles/17kid-ads.html ]
>
> [NB: A free account is required  to access this article]
>
> <snip>
> >"In a survey that may prompt advertisers to pump more money into
>marketing to children, a Web tracking firm concluded that kids are more
>likely than any other age group to click on Internet banner ads. "
> .
> >"Maddox also pointed out that kids bombarded by banner ads appear to tire
>of them later in life. According to survey calculations, teenagers are the
age
> >group least likely to click on Internet ads. "
> </snip>
>
>    I think it's also important to include another significant sentence or
two from the story
>
> <QUOTE>
>
> Despite their low average click rate, however, researchers found that
teens do respond more frequently to certain kinds of advertising
> pitches, in particular those offering free goods or practical information.
[emphasis added ] In June, the No. 1 ad clicked on by teens, which garnered
a 20.35 percent click rate, was a pitch from Eastpak that featured a contest
for a free backpack stuffed with prizes
>
> </UNQUOTE>
>
> >Lesson learned? Cute come-ons only get you so far for so long.
>
>        As noted above *certain* banner advertsing *is* effective.
> Yes, methods and technologies change and will continue to change
> [Yesterday's Web is not Today's Web]
>
>        Please note that I believe that the banner 'ad' technology can /
might
> will be  effective for promoting library services. As its use is still in
its infancy by libraries we may not be able to  evaluate it quantitatively
or qualitatively at this time.
>
>       I encourage MyWebColleagues to (re)visit Banarama(sm) at
> http://www.public.iastate.edu/~CYBERSTACKS/Banarama.htm
> to (re)view the use of the banner 'ad' approach for promoting library
services, collections and resources to which I added several new sites since
posting my original announcement. I believe that most objective people will
find most of these as tasteful and appropriate (and I believe, effective).
>
>        One must not equate crass and garish commercial banner ads with any
and all library banner 'ads' that tastefully and appropriately use the
banner 'ad' technology.
>
> /Gerry McKiernan
> Science and Technology Librarian and Bibliographer
> Iowa State University Library
> Ames IA 50011
>
> gerrymck at iastate.edu
>
> c: Web4Lib
>