Traditional advertising is dead. The way forward, rather than interrupting consumers, is to create compelling content that they will want to engage with.
Or is it?
Let's look at two examples.
First of all, Qashqai Car Games, created by TBWA.
This is an absolutely brilliant site. They've created an entire fictional sport, a kind of urban Scalextric but with real cars, and created genuinely funny short films profiling some of the events, drivers and teams involved in it. There's so much detail there, and the standard of design, writing and direction are all first-class.
But the site is only the 387, 125th most popular on the internet. In fact there are 17 ad blogs that have more traffic than Qashqai! Its daily reach is just 0.004% of the internet audience. Any media company achieving that kind of reach for its clients in traditional media would surely be fired on the spot.
Secondly, Bud TV. The content on Bud TV is a bit shit. I quite like girls in swimsuits, but even I was struggling to stay awake halfway through the 'exclusive' footage from the Sports Illustrated Swimsuit Edition Launch Party (Including interviews with the models!) sample model opinion: "I looked up to Christie Brinkley, so to be in this issue is just crazy for me."
Surprise surprise, Bud TV is tanking. The complicated sign-up process is held partly to blame.
But I've got another explanation.
You see, I just don't believe that people who are looking for entertainment want to go to a beer website or a car website to get it. They want to go to an entertainment website, e.g. FHM.com.
Maybe I'm a lone voice in the wilderness here, but just maybe the interruption model is not dead.
I'm sorry that TV airtime has become more expensive, and that mass audiences are harder to reach, I really am.
But the solution is not to create a website that nobody goes to.