It may seem juvenile that this blog entry came from a recent trip to New York but you see when you get to these final years in your college career, you see everything in a different light. You admire a companies hard work on a campaign, laugh at others attempts and often wonder if you could have thought of that yourself?
Not until this semester did I realise that skyscrapers existed on the internet, as you roam the search engines, the T.V players you see these bright stand alone features, so grand in their design it would give even the empire state a run for its money.
Here is just a quick glance at a very prominent ad that featured on MSN’s homepage
You can see the full extent of what this ad does at http://vimeo.com/15303733
Big brands and companies are willing to pay big enough money in the world of digital media to secure this dominance of a hugely popular search engine. My question though, is it fair? Competition and fair play are words we throw around so freely. Constantly on the news we see the entrepreneur looking for help and the Irish government begging those creative minds to set up and go, but how is the underdog supposed to survive in this, the most competitive of environments for decades.
Since its invention the internet has given the entrepreneur unknown access to his customers virtually for free. Access that television and print were too expensive to provide and now here we stand amongst towers of these skyscraper ads dominated by the big boys again. Although it may seem as just one big ad that jackpot bingo have taken up here, it is in fact three spaces of advertising. Should we be allowing this kind of dominance?
Now it would be hypocritical of me to sit here and say I’m not mildly entertained by the little men who pop out of their skyscraper ad to tell me what they’re doing. It’s all in good fun (and very clever digital strategy) but what we are seeing is a monopoly on space. In the nature of fair competition I find it very unjust for big name companies to occupy this vast amount of space, not merely for the fact that half that space would have been sufficient but for the impact it has on other ads featured on the page. Similar to walking around the avenues of New York these massive domineering buildings cast an ugly shadow over its small next door neighbour.
It is argued however that of the three types of advertising banners (running along the top), skyscraper (on both sides of the content) and MPU’s (the small square usually just right of the centre) it is usually the MPU’s that have the most engagement. Which though are staying in the user’s mind longer? The video I scrolled across for a second before realising what it did or that collective image taking up my search engine for the day.