Political Videos Via IM: Vote No!

 
 
By David Coursey  |  Posted 2004-10-26 Email Print this article Print
 
 
 
 
 
 
 

Opinion: Do computer users, voters or not, really want political videos slinging mud from their instant messaging clients? Now's the time to stand up and be counted against this new intrusion on the desktop.

Do people really want to see streaming video pop-ups from their instant messaging clients? Or more to the point as this election season winds down, do users want to see a political ad from a group or candidate they do not support, or worse, may actually despise? Thats the question the ad sales think-tank at America Online should be asking themselves as they start pestering voters in swing states and the District of Columbia. They are doing this with a 30-second commercial on behalf of an anti-trial lawyers group sponsored by the U.S. Chamber of Commerce. I wonder if its just coincidence that Democratic Vice Presidential candidate John Edwards just happens to be such an attorney? Read more here about AOLs selling of political video ads for its AIM client.
The commercial appears in the window at the top of the AOL instant messaging client, where easy-to-ignore text ads usually reside. (Perhaps we should call them "IMmercials?) The political spot includes audio, but doesnt repeat unless you click on it. You can also stop it once its running.
The ads promoters say click-through rates are very high and they havent received complaints, though precisely how someone would complain isnt obvious. Im betting most unhappy AIM users just sit and mutter expletives until they feel better. The people promoting the anti-lawyer campaign say the AIM video ads are targeted at working women and are being shown during the work day. Instant messaging has become such a common business application they believe its a good way to reach their target audience. And, like most Internet advertising, it offers a click-through to a Web site where even more propaganda can be found. Advertisers like this a lot. Still, given how everyone hates pop-ups and how obnoxious many find political ads—theyd be OK except for all the lies—I can easily imagine a whole bunch of angry AIM users will be the most noticeable result of the video campaign.
Perhaps there will be a backlash. My bet is that as IM providers look for more effective ways to monetize their networks, users will look for ways to either buy out of the ads or switch to clients that dont display them. Now, I have never supported the use of the multiservice IM client software thats available on the market because the programs deny IM providers a fair return on their investment—after all, they are providing a free service. Of course, that assumes the providers dont overplay their hand with too many ads or content thats too obnoxious. For more insights from David Coursey, check out his Weblog.

Still, it may well be that individual users and even corporate customers would be willing to pay for ad-free instant messaging, especially if a single client could connect to multiple networks. At the same time, its easy to understand why AOL, Yahoo, MSN and other IM providers might not want to offer a paid service or a multi-headed client. Internet visionary Vinton Cerf says messaging formats must work together. Click here to read more. After all, werent we promised some sort of IM "standard" that was supposed to link the networks, but has never seen the light of day? Nor will it ever, I predict, at least not until the commercial issues are worked out. Whether you agree with its content or not, we should all be concerned by an escalation in the intrusion onto user desktops by commercial content, especially the kind that moves and talks. At the end of the day, its just another annoyance we dont really need. Check out eWEEK.coms Messaging & Collaboration Center at http://messaging.eweek.com for more on IM and other collaboration technologies.

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One of technology's most recognized bylines, David Coursey is Special Correspondent for eWeek.com, where he writes a daily Blog (blog.ziffdavis.com/coursey) and twice-weekly column. He is also Editor/Publisher of the Technology Insights newsletter and President of DCC, Inc., a professional services and consulting firm.

Former Executive Editor of ZDNet AnchorDesk, Coursey has also been Executive Producer of a number of industry conferences, including DEMO, Showcase, and Digital Living Room. Coursey's columns have been quoted by both Bill Gates and Steve Jobs and he has appeared on ABC News Nightline, CNN, CBS News, and other broadcasts as an expert on computing and the Internet. He has also written for InfoWorld, USA Today, PC World, Computerworld, and a number of other publications. His Web site is www.coursey.com.
 
 
 
 
 
 
 

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