Wednesday, January 24, 2007

Imperfect Match

Correct me if I’m wrong, but I thought one of the keys to a successful ad campaign was to get the right message to the right person at the right time.

Obviously the folks from LavaLife don’t agree.

The ad above ran as a huge over-the-page ad on MSN today.

Now I’m not totally anti over-the-page ads, in fact I’ve done a few myself over the years.

No, my issue is why on earth would you run an ad for a mating, oops I mean dating service on a mainstream website?

It’s like taking out a full page front cover ad in a daily newspaper. You just wouldn’t do it. This is an ad/product for a niche market.

How many people in Australia are using matchmaking services anyway? Surely not enough to warrant a high price media buy on MSN.

For the money it must have cost to run this ad LavaLife could have probably paid for an ‘escort’ for each of its clients.

When oh when are we going to see an end to traditional adland thinking being applied to the online space?