Terry Heaton on the catastrophe that is trying to advertise on a one-to-one medium

…the advertising creative that is designed for a stage doesn’t “work” online, where the experience is one-to-one and personal. This is an enormous stumbling block for those seeking to make money online. We keep throwing TV ads as prerolls, for example, at people who are in an intimate, one-to-one experience, and it results in a fingernails on the chalkboard effect.

No matter what it looks like from afar, what spin we need or wish to put on it, or what our business model needs it to be, from a usage perspective, the Web is always one-to-one. We may actually believe that we’re dealing with an audience — and we may find considerable evidence to prove to ourselves that it is — but the truth is that consumption of media via the Web is personal. The devices are personal, the experience is personal, and the control is entirely personal. I can’t begin to count the number of times I’ve bailed on a piece of content — written or video — because something about it crossed my line of tolerance. I just won’t play the passive, sit-in-my-seat-and-shut-up role when I have the wherewithal to do something about it. Nothing is so compelling, so “exclusive,” so rare, so fascinating, or so necessary that I will put up with your BS to watch it, read it, or listen to it. Nothing. I’m in charge of the controls, not you.