In an article called “The Future of Advertising will be Integrated“, Mark Suster argues readers’ attention is focussed on text and not the banners around it. This “banner blindness” is leading advertisers to move their messages to “the stream”. An example of this is Twitter’s promoted tweets service, where advertisers can pay for a tweet to be featured on Twitter for a day.
If we’re seeing a move towards “integrated advertising”, does this mean we should also be putting online Help in “the stream” as well? Rather than waiting to be called up via the F1 key or Help button, should User Assistance be placed where readers’ attention lies? Should Help be integrated into the stream, too?