Interesting talk tonight with Manafu, Sorin Tudor, Adrian Soare, Costin and Mihai Dragan. One idea stuck to my mind: serving display on a delay mode for readers who spend more than 10 seconds on any page.
The thinking behind is simple: with TV you accept advertising because it interferes but at measured and expected intervals. With online you don't because they come at you all the time with no regard for your linger time on the page.
So we implement something called "respectful ad serving" - meaning that large formats are only served if the user spends more than the average time on the page. The logic is that you are interested in that content and one is willing to accept advertising for content you are interested in. At the same time, respectful ad serving would also entail having one set timer for all large formats so that they go off in a sequence. Very much like the commercial break we are used to on TV.
One suggestion was to create a browser which would do exactly this: a simpler idea yet might be to get publishers involved in a "respectful ad serving" scheme.
I know lots of brands which would adhere to something like this only to be allowed to do display without being accused of being intrusive.
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.