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Websurfer’s Credo
Posted by Stephen Green  ·  11 October 2002

Advertising on the web is here to stay, but that doesn’t mean it has to be even more annoying than TV or radio ads. Hell, even when I don’t care about the teams, I watch the SuperBowl – in part because of the ads. I’m a consumer. I like to consume. I like to be tempted – so tempt me, don’t annoy me.

Advertisers, hear this:

I will close all pop-up, pop-under, pop-through, pop-side, and popcorn ads without reading them.

I will pay attention to banner ads that catch my eye with something clever.

I will not pay attention to banner ads so visually noisy as to distract me from what I’m trying to read.

Flash ads will not be tolerated. (Hear me, OpinionJournal?)

Magazines and newspapers generally don’t interrupt the visual flow of a story for an advertisement. Your website shouldn’t, either. (Worst offender: National Review Online.)

If you must animate to catch my eye, don’t recycle; I’ll catch it the first time.

Don’t ask for my email address just to read your page. (Got that, Chicago Tribune?)

Chances are, I’m smarter than the communications majors running your ad department. Treat me that way.

Make me an offer I can’t refuse, not some screaming color I can’t avoid.

I will pay for content if you make it worth the money.

Relate the ad to the content.

You may use my personal information – but only with my explicit permission.

I don’t like blocking cookies or referrals, but it’s your grubby actions that have made my privacy software necessary. Force me to disable it just to read you, and I will quit visiting your site. (MSNBC seems finally to have gotten the message.)

When I hover over a link, I expect to be able to see where it leads, simply by looking at my status bar at the bottom of the browser. Disguise it with some silly text, and I will assume the link is misleading – and there goes your clickthrough revenue.

Tell me you won’t send me spam or telemarketing calls, and I will disable my privacy software – I like having ads tailored to my tastes.

Do not, unless I request it, send me email. Any unsolicited email goes into the spam box – as will all future emails.

My TV and radio are for entertainment, but I work on the computer. Respect the difference.

Make paid content deliverable as plain text to my email – you’ll save bandwidth while I’ll save time. That’s value.

I’ve been forced to add so many spam filters to Outlook, that I know for a fact that it’s deleting many legitimate emails. It’s going to take an awful lot of good behavior to make up for the ill will that fact incurs.

I will not click on the monkey.

What did I miss?

Comments

I presume you know about / use AdSubtract (Pro)? If you don't, check it out.
There is also a nifty little app called IDCide. These things (plus ZoneAlarm Pro, Ad Aware, and a real hardware firewall) are what I use.

Posted by: Jim Loan at October 11, 2002 05:50 AM

Stephan:
1) Don't use JAVAscript that obliges me to access info on a pop up windows
2) Don't create a site that browser specific. Internet Explorer isn't the only browser on the net
3) adhere to the W3C standards
4) Don't choke my page loading with music and animated boucing balls
5) Don't hide the contact info; you're website is the store windows.
6) Make information esay to find. I pregfer an austure site that allows me to find info quickly than a fancy one that doesn't
7) When I send an e mail I expect an answer within 24 hours
8) I expect website to tell what file formats the documents are. Nothing's more annoying to click on a links and see Acrobat reader load.
9) Don't oblige me to download some spurious plugin for me to acess your page. If I wanted Cresendo, I would've downloaded it.
10) If I'm looking for the knowledge base, forums or tech support documents, don't make me spelunk for them- i'm a user not a geologist - and programmer beter search engines. Nothing bugs me more than typing common words and be told there are no documents when there are because I didn't use the jargon word du jour.

xavier

Posted by: xavier at October 11, 2002 06:31 AM

Several months ago, because I was inundated with SPAM, I added a new email address and made it the only one I looked at. Yesterday I checked my mail at the old address and saw 191 pieces. All but three were SPAM and at least half were in Arabic or some other scribble.

I have SPAM blocking now and the mass mailings don't get through, BUT technology now lets each piece go out as invividual email, like junk mail in our mail box, so it won't be long til we all have to get something else.

Posted by: Howard Veit at October 11, 2002 08:23 AM

It's interesting that you should post this now. Just yesterday I decided that I was going to ditch my Yahoo mail account because of these very issues. Specifically, they had a Flash ad with sound, which is not good in the office. But the thing that really ticked me off is having their stupid "Yahoo! Delivers" service start sending me spam despite having turned it off in the "marketing preferences" settings.

Posted by: Aubrey Turner at October 11, 2002 08:29 AM

My TV and radio are for entertainment, but I work on the computer. Respect the difference.

Wish I could teach my folks that. They're in a huff because I've told them I don't like to get cutesy web greeting cards, funny joke-of-the-day that I first saw back in 1988, or fake virus warnings.


Posted by: Angie Schultz at October 11, 2002 03:03 PM

A couple of others have mentioned it, but no more sound! I don't mind advertising, but please.

Oh, and those of us on older computers, these flash ads and the like lock them up. Stop it.

Posted by: Mac Thomason at October 11, 2002 03:34 PM

Said it before, and I'll say it again. Get OPERA!
You can turn off the popups and the sound and the plugins and even the pictures and page formatting (which is very handy when you run across those "enhanced for MSIE version xx in a screen size your monitor doesn't run" sites).

Posted by: Kathy K at October 11, 2002 07:20 PM

I have a Yahoo account that I keep just for a spamtrap. The only time I ever access it is when I am required to enter an e-mail address to access a site, and they require me to respond to an e-mail sent to me.

My remaining e-mail addresses (I have four more) are all located on my own domain, and I can kill them at will if one becomes a spam magnet.

I refuse to buy anything from any company that uses intrusive ads (anything other than a banner ad is intrusive). Because the computer I use most often is a brand new, military-issue computer (onto which none of the nifty little plug-ins can be installed), I miss most of the really obnoxious ads out there.

Posted by: timekeeper at October 12, 2002 09:26 AM

I'm thisclose to ditching my Yahoo account because of the intrusive flash/pop up ads that cover the entire page for a few seconds.

My biggest web pet peeve is the animate ads that come flying across your screen, not only blocking what you are reading, but scaring the crap out of you in the process.

Posted by: michele at October 12, 2002 10:48 AM

This reminds me of Roger Ebert's 1996 "The Boulder Pledge" with reads:

Under no circumstances will I ever purchase anything offered to me as the result of an unsolicited e-mail message. Nor will I forward chain letters, petitions, mass mailings, or virus warnings to large numbers of others. This is my contribution to the survival of the online community.

BTW, I've been enjoying surfing with a new browser named "Phoenix". It supresses pop-ups and it doesn't bark at me to install Flash - because I haven't!-)

That and I always obfuscate my email address.

All this combined usually keeps me moving along at a good clip/with minimal threats from pop-ups, pup-unders and other spawns of satan.

Posted by: Mean Dean at October 13, 2002 09:48 PM

Dear spam industry: I am quite happy with both the size and spunkiness of my penis, thank you very much.

Had I responded to half the email offers I received last week, I would now circle the equator 8 times. If I had responded to the other half, I would be entering lunar entry space.

Posted by: Dave Burge at October 14, 2002 05:59 PM



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