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Geico Geico Geico

Advertising’s grim hold on our digital economy.

A bout of insomnia last summer led me to sign up for a free trial of Hulu Plus, which would let me use my iPad to catch up on episodes of Bob’s Burgers I had missed earlier in the season. When I inevitably failed to kill the subscription before the negative option billing kicked in, I decided to make the most of the month I accidentally paid for by devouring the entire combined run of the classic Canadian series Degrassi Junior High and Degrassi High. Hulu Plus’s subscription model offers more content and access on more devices (such as mobile devices and set-top boxes), but the same amount of advertising as experienced by those with free accounts, which varies from about three to five minutes for a standard twenty-one- to twenty-two-minute episode of a TV show. This might be bearable with a wide assortment of ads, but Hulu’s ad model is not about variety. So for each of Degrassi’s seventy episodes, I was treated to multiple pleas to buy car insurance from Geico. If you haven’t had the experience yourself, just imagine a litany of thirty-second visits from the least funny standup comedian in existence (to put it very, very kindly).

By Hulu’s own count, I have used it to watch nearly 1,100 videos of various shapes and sizes in the last four and a half years. I’m pretty sure each and every one of them came with at least one Geico commercial. Which means that in this age of unavoidably intrusive and sophisticated audience targeting (including an “Is this ad relevant to you?” option whose “No” button gets a lot of love from me), Hulu is still somehow unaware that I don’t even own a car. This is not only a missed opportunity for Hulu’s advertisers hawking goods that actually interest me (if there are any), but it’s a stark portrait of the not-so-fine line between brand awareness and overexposure. If I am one day in the market for car insurance again, I promise you Geico won’t get one thin dime from me, even if the value of its service is exponentially greater than all of its competitors combined. Thanks to the deadly combination of its advertising’s timbre and saturation, my contempt for Geico is unspeakable. And yet, Geico is in no apparent danger of going bankrupt, and I imagine most advertisers crave the kind of exposure it gets from Hulu.

Nowadays, most of our media universe exists online, and most of that universe runs on advertising. It is a testament to the level of compelling content being created that we’re willing to endure being bombarded by these kinds of sales pitches just to access that content. It is also an indictment of a consumer culture eager to offer up mindshare as currency to whomever stands between us and our media. Must the future of our digital economy really be this obnoxious?

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Near and Far

Communication methods have changed, but the fundamentals remain the same.

The whole of communication technology is merely an extension of pigment on surface, the fundamental technique of indirect language transmission. Radio and television and computers do more work for us, sure. They parse ideas into shapes and colors and sounds. But there is nothing they can do that can’t be recreated with a lump of mud and a fertile imagination, a method as viable today as it was five thousand years ago.

The only thing… See more →

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Calendar Living

The inner workings of my new time management system.

Inspired by Daniel Markovitz’s Harvard Business Review article “To-Do Lists Don’t Work”, I have been “living in my calendar” for a few weeks now. While I’m still a long way from becoming as productive as I’d like to be, I’m definitely getting more done, and I’m also getting a clearer sense of my capabilities (read: my ideal productive self may as well have been born on Krypton).

In a nutshell, my (evolving) process works like… See more →

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Self-Aware Statistics

Questioning the value of personal data.

Personal statistics fascinate me, and in the information age, I’m collecting a ton of them. Last.fm keeps track of what music I listen to and when I listen to it. Letterboxd does the same for movies, and the tagging system I’m using within it tells me how the movies were formatted, where I watched them, and more. Goodreads and Instapaper keep tabs on my reading, Foursquare and Tripit chronicle the details of my travels, and… See more →

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As Much Trouble as It’s Worth

A quick thought about design as sleight of hand.

In an article for Smithsonian magazine, renowned magician Teller (of the duo Penn & Teller) offers a handful of guiding principles for altering an audience’s perceptions. This one is my favorite:

Make the secret a lot more trouble than the trick seems worth. You will be fooled by a trick if it involves more time, money and practice than you (or any other sane onlooker) would be willing to invest.

This is the stuff great… See more →

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Make It Bigger

A rich life can be a complicated one.

I first gained access to the internet on the cusp of adulthood, a few months before I graduated high school in 1994. In the years that followed, it steadily gained presence in my daily life, and in tandem with higher education and venturing timidly into “the real world”, the internet helped expand my universe far beyond its humble origins.

Today, I live in a major metropolitan hub, have personal and professional relationships on almost every… See more →

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Slow Motion Spectacle

Progress takes time.

We notice the sort of design that demands to be noticed, and make the mistake of proclaiming it to be some kind of “game changer”, glossing over its functional failings in favor of its unique approach to a problem. But the truth is that the game is much more likely to be changed incrementally, by design that doesn’t call attention to itself. When we wake up tomorrow, we won’t be greeted by a new and… See more →

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Cultural Cannibalism

Concerns about remix culture’s critical mass.

Ours is an age of cultural cannibalism. We have rather suddenly gained very convenient access to nearly the whole of human history’s significant creative output, and we are remixing it with careless abandon. We have introduced The Beatles to Jay-Z, Jane Austen to George Romero, and Abraham Lincoln to Bram Stoker. If something gets a modicum of attention online, it can count on being Photoshopped, captioned, auto-tuned, GIF’ed, pickled, bronzed, or arranged for ukulele and… See more →

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Outsourcing

The audience-generated promise of Beck’s Song Reader.

Last month, I expressed some concerns about remix culture and the questionable value of much of its output. Shortly thereafter, as if in response, the juggernaut of skewed pop music known as Beck revealed that his next album, Song Reader, will be released exclusively as sheet music.

The songs here are as unfailingly exciting as you’d expect from their author, but if you want to hear “Do We? We Do,” or “Don’t Act Like Your Heart… See more →

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Geico Geico Geico

Advertising’s grim hold on our digital economy.

A bout of insomnia last summer led me to sign up for a free trial of Hulu Plus, which would let me use my iPad to catch up on episodes of Bob’s Burgers I had missed earlier in the season. When I inevitably failed to kill the subscription before the negative option billing kicked in, I decided to make the most of the month I accidentally paid for by devouring the entire combined run of… See more →

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Inefficiency by Design

How my web site’s lack of a CMS has made me more prolific.

There is a popular myth in geek circles which claims that the QWERTY layout standard for Latin keyboards was actually designed to slow down typing, since early typewriters were prone to jam. While this is a misunderstanding (jams were caused by the mechanical proximity of common letter pairs, not the speed of typing), it has occasionally made me wonder: could technological shortcomings that ostensibly get in the way of the user experience actually, ultimately, be… See more →

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Obstruction by Design

We always talk about design getting out of the way, but does it ever make sense for design to get in the way?

I have an information retention problem. I absorb a lot of it, all of which is presumably stored somewhere, but not nearly as much of it remains available for unassisted recall as I would like. Not surprisingly, the stuff that is best remembered has been reinforced, usually through some kind of repeated application or extensive immersion. In other words, if something is retained in my long-term memory, I probably had to work for it. Fair… See more →

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The Loss of Matter

A rallying cry for our underserved senses.

I recently saw the band Swans live for the second time. They were promoting a stellar new album (The Seer) which essentially encompasses all of the varied and challenging music that bandleader Michael Gira has made under a few different monikers over the last thirty years. In the two years since I saw them last, I had gotten to know their oeuvre better, and coming to this show with a more educated ear paid off.… See more →

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