We have pointed out a few unfortunate online, outdoor and print ad placements in the
past, where context and content have been uneasy and inappropriate bedfellows.
This has predominantly been as a result of advertisers booking ads that have fallen foul of being
placed in contextual environments online that happen
to have a negative context. They are therefore being caught out by algorithmic oversight as opposed to natural human
instinct to place ads correctly, with positive synergy.
Or print ads running as per the
guaranteed position booked ie. colour fractional right hand outside edge -
omitting to consider the consequences of
the editorial proximity ie. facing inappropriate current affairs and
news stories in print - example below:
However, this week in the Metro, there was an internal editorial conflict between the image and cover headline of the ‘Life and Style’ section and a sad topical news story that
ran earlier in the paper.
Surely there was an editorial
flat plan assessment ahead of sending the paper to
print?
Whilst ad misplacements are an
oversight that can occur due to fulfilling guaranteed positions or trusting the
technological systems that
associate ad context and placements - this editorial faux pas seems far
less
understandable as there should
be much greater flexibility to move things around from an editorial perspective and avoid such overt
negativities.
#PurePoint
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