I really like Bob Hoffman’s idea that the best mediums for advertising are those that are entertainment mediums like TV and Radio because you are accustomed to entertainment media carrying advertising. The internet is part communication medium, part information medium, and part entertainment medium. Meaning that when you are using it for any reason other than entertainment the advertising gets in the way, is ignored and is ineffective.
“What if you picked up the telephone and instead of getting a dial tone you got an ad?
What if you picked up a dictionary and instead of finding a definition you found an ad?
In both cases you’d be angry. Why? Because the telephone is a medium of communication and you don’t want to be slowed down. The dictionary is a medium of information and you don’t want to be sidetracked.”
Those high value/high attention apps are more like telephones and dictionaries. This isn’t to say that advertisers won’t spend a ton of money on ads in front of that attention – the ways advertising budgets are squandered are infinite – I’m just saying it could have been better spent elsewhere.