Only paid advertising conveys information about the
purported health and prospects of the advertiser. Yet, the
Internet is flooded with free advertising: free classifieds,
free banner ads, ad exchanges. The paid ads drown in this
ocean of free ads. There is often no way of telling a paid ad
from a free one - without reading the fine print.
Moreover, Internet users are a "captive audience". It is easy
to flip ad-besieged channels on TV, or turn the ad-laden leaf
of a newspaper. It is close to impossible to avoid an ad on
the Net. Banner ads are an integral part of the page. Pop-up
ads pop up. Embedded ads are embedded. One needs to install
special applications to avoid the harassment.
This leads to desensitization and a revolt of the user. Users
resent the intrusion, are incensed by the coercive tactics of
advertisers, nerve wrecked by protracted download times, and
unnerved by the content of many of the ads. This is not an
environment conducive to clinching deals or converting to
sales.
There is also the issue of credibility. The bulk of online
advertising emanates from dot.
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