• by Joe Mandese  @mp_joemandese, November 7, 2011

According to online ad guru Jim Meskauskas, you probably don’t care that much about it. Speaking on a panel at OMMA Display, Meskauskas, who is Co-Founder, MediaDarwin, suggested that people in the online ad world may be deluding themselves to think that people are likely to engage with online display ads in a deeper and more meaningful way.

“Most people don’t need a deeper relationship with their toilet paper and mayonnaise,” Meskauskus quipped, saying that when it comes to communicating those products to consumers, all they need is to be “tapped on the head.”

His real point is that a big part of the problem with online display advertising is the expectation of the online display ad purveyors.

Maybe the medium isn’t appropriate for the type of advertising we’ve been trying to foist on them,” Meskauskus said, adding that the industry simply may been building the wrong mouse trap, but, “We haven’t accounted for the dearth of mice, or the lack of bait.”