Why not start charging a premium for placement of shitty creative, whether online or offline, traditional or emerging? That way, really good stuff, stuff people enjoy and happily engage with is cheaper (even free?) and easier to place in front of people. And they'll see value in it being there.
On the flip side, lousy stuff — the kind that makes people change channels and leave web sites — would cost a ton and be more difficult to put in front of people. You know, put a little burden on the marketers and advertisers of the world to really think about the consumer (of media, and goods and services) as opposed to just themselves?
For instance, as the creator and owner of Office Space, I'm going to charge Swiffer extra money to show that stupid commercial with a broom sending flowers to a woman at home ...make them pay for the privilege of driving away my hard won viewers.
On the flip side, maybe I'll charge Apple less because their spots keep my viewers interested and actually make a little sense in terms of the content of my show. So, they help me keep my viewers engaged and entertained. How about that?
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