So apparently Hearst Magazines are going to be launching some new ‘disruptive’ ad units on their websites.
You know, the type of ads that literally scream at you to look at them, confuse you, blare sounds from areas unknown (which then let your coworkers know you aren’t working), etc.
The ads will integrate HD video content and aim to continue to provide viewers advertising content, now with integrated editorial content. I’m all for innovating the simple and old-school banner ad a bit, but making ads bigger, more intrusive and more disruptive isn’t the answer from my perspective.
As the story points out briefly, internet users don’t respond well to these types of ads, so I’m not sure making the ads bigger and more disruptive is the answer. The word after all is disruptive (root word; disrupt) and thanks to dictionary.com, I can say with certainty that associating an ad with any of these feelings might not leave the viewer feeling to good:
1. to cause disorder or turmoil in
2. to destroy, usually temporarily, the normal continuance or unity of; interrupt
3. to break apart: to disrupt a connection