useit: Making Web Advertisements Work

Undetered by last weeks failure, Jakob Nielsen is today making yet another attempt at reinventing himself as an advertising guru.

Citing extensive research (him and his pals working on their usability projects) he explains how the whole online advertising industy could be saved if sites were to "make it possible for users to review ads after they rotate off the screen."

Like many in the industry, this revelation has come as a great shock to me. Whilst I've been wasting my time searching for answers in broader areas, the solution was sitting under my nose all the time. Forget cross media integration, advertainment, dayparting, reach and frequency, or any other over sophisticated bollocks - the future lies in ad indexes because some jumped up usability "guru" says so.

I personally can't wait for next weeks exciting installment - "How to Improve your Click Through Rates by Adding Pictures of Kittens to your Campaign."