scotch
Joined:
09 Aug 2003
Posts:
28
Location:
South Africa
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Posted: Sat Aug 09, 2003 10:57 am
Post subject: Fascinating foresight from Jakob Nielsen
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I’m not sure exactly when AdSense was launched – I first heard of the opportunity from one of Allan’s newsletters towards the end of July – so I was fascinated when I read one of Jakob Nielsen’s Alertbox columns a couple of days ago.
Jakob’s piece, titled “Making Web Advertisements Work”, is dated 5 May. If one ignored the date, it could easily be mistaken for a well thought-out endorsement for AdSense.
He says, for instance, “the secret to success is to make an advertisement fit with the user's goal. To this end, text-only ads are superior because they get right to the point”.
He comments that rotating ads break one of the oldest principles of interaction design – stability – and goes on to say:
“Notice what happens when you read a newspaper. You turn the pages, following a story, and your eye happens upon an advertisement you’re interested in. Most likely, you'll keep reading the news story, but make a mental note to go back to the ad. When you do, guess what? The ad is still there.
“Websites should permit a similar process. Don't attempt to disturb people in the midst of their task -- it won't work. But once they've finished the task, let them follow or return to the ads.”
Even if you’re no great fan of Jakob’s usability principles, it’s a fascinating read and remarkably prescient of what Google has now provided.
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