Advertising based on attention, like TV advertising, is losing the game. CNN has a constant barrage of ads for DiTech, eHarmony, Cialis, Head On…what does that say about their audience? Broke, lonely, impotent guys with a headache – yikes! Advertising based on intention, like the online ad networks, is based on the user’s specific interests and presents itself in context with the pages s/he is interacting with. By inviting, rather than interrupting the audience, an advertiser has a much better chance of creating a customer – essential in the monetization of video online. Pre-roll is traditional media interruption/attention methods bolted on to a new, intention-focused media environment – YouTube’s recent integration of related videos into their embedded player is a solid step in a positive direction.

Recently, two news networks and one very large cable system have resorted to the “loud” strategy – thinking that speaking louder will cause people to listen. CNBC and Fox News on-air personalities have begun to speak louder and faster – check it for yoursef, switch back and forth from any of the other major news nets and see. CNBC’s Jim Cramer, Dylan Ratigan and his posse of alpha-shirted males think they are more credible if they give you stock advice with a bombastic approach. Fox News, which has almost completely stopped covering the war in Iraq, now bloviates at a volume and pace that mirrors Bill O’Reilly’s (sorry, I cannot bear to link to Bill) outbursts. Comcast broadcasts their local tv ad insertions at a considerably higher volume than that of the network they are transmitting. And they wonder why customers, empowered with their DVRs, are no longer listening. Interesting interview and insight on the future of TV advertising from Kim Malone of AdSense.