If Everything Else Asks for Feedback, Why Not Ads?

Asking for feedback is in.

Virtually every journalist solicits feedback by posting their email addresses. Some even ask overtly.

As Forrester's Jeremiah Owyang recently noted, companies are inviting comments - yet far more slowly. Notably, Microsoft CEO Steve Ballmer invited everyone at Mix 08 to email him directly. (Microsoft is an Edelman client.)

So what about for advertisers?

Advertising is not exactly known as a two-way paradigm. However, the web changes that. Digital creative can and should be able to not only solicit feedback but to adjust in real-time like mood rings to what people say back.

CNET and AOL Networks both invite consumers to give feedback on their banner ads. Above is one from American Express I found on AOL's site. The surveys ask respondents to rate ads for relevancy, emotive content and ability to move the user to purchase. However, that's as far as they go. The scant data I assume they collect somehow goes back to the advertiser.

Weblogs Inc. - before it was owned by AOL - took an even bolder approach with their Focus Ads. They allowed advertisers to solicit reader comments on ads. However, the program seems to have been abandoned.

There's a lot of room for innovation here. Advertisers can and should be opening themselves up for input. Further, the media companies should help them do so. Will they? I would be surprised to see it happens. Advertising is the last safe haven for one-way communication. Marketers won't rock the boat. Plus, it has a place in an emerging mix of strategies.