March 9, 2014
If you’re an average reader, I’ve got your attention for 15 seconds, so here goes: We are getting a lot wrong about the web these days. We confuse what people have clicked on for what they’ve read. We mistake sharing for reading. We race towards new trends like native advertising without fixing what was wrong with the old ones and make the same mistakes all over again.---
Here’s where we started to go wrong: In 1994, a former direct mail marketer called Ken McCarthy came up with the clickthrough as themeasure of ad performance on the web. ---- It flooded the web with spam, linkbait, painful design and tricks that treated users like lab rats. Where TV asked for your undivided attention, the web didn’t care as long as you went click, click, click. ----
In 20 years, everything else about the web has been transformed, but the click remains unchanged, we live on the click web. But something is happening to the click web. Spurred by new technology and plummeting click-through rates, what happens between the clicks is becoming increasingly important and the media world is scrambling to adapt. Sites like the New York Times are redesigning themselves in ways that place less emphasis on the all-powerful click. New upstarts like Medium andUpworthy are eschewing pageviews and clicks in favor of developing their own attention-focused metrics. Native advertising, advertising designed to hold your attention rather than simply gain an impression, is growing at an incredible pace.------------
Myth 1: We read what we’ve clicked on
Myth 2: The more we share the more we read
Myth 3: Native advertising is the savior of publishing
Myth 4: Banner ads don’t work
read the Myths here: http://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/
http://ti.me/1e2rREj
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