This morning my wife and I were going through our typical early morning e-mail routine when she grumbled "ugh, I hate this Gillette ad" I looked up in time to see a razor blade scraping the content off her screen.  Being the extremely smart CEO of local marketing technology company I nonchalantly said "just close it" thinking the ad was a simple roadblock.  She gave me one of those "do you think I am an idiot" looks and I noticed that there was no close button available until after the razor cleared her entire screen.  




She then said "I am not coming back to this site" which happened to be Fox News.  She was so frustrated that Gillette had chosen to interrupt her web experience that she was not only pissed at Gillette, but she was mad enough to boycott the site.  

I wrote a post about this a long time ago, we as consumers have become impatient.  We want it now, we want it without interruption and we want it for free.  This is a tough model for media companies to support, but some are finding ways to do it that consumers will accept.  CBS just announced that it has sold nearly as many ads for its on-line coverage of the NCAA tourney as television ads, which is incredible feat.

All marketers, national and local alike will need to find ways to engage with consumers that meet their demands yet provide reasonable returns.  Gillette and Fox news have not done that here and they should have known that before this ad went live.