Sick of the Click - Internet Advertising

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PostTue Jan 31, 2012 3:25 pm » by Kinninigan

I found this article very interesting because I am so sick of forced internet advertising, the biggest being these ads on "youtube". I have to give credit to DTV, atleast members are spared the forum advertising :flop:

Websites should realize there are other ways to make money, sell t-shirts, donations through pay-pal, and alot of other ways...

This article shows some amazing facts about advertising, yet websites won't catch on. I us yahoo for my email and I have to see so many god-dam ads when I login its pathetic!


The Ad Contrarian - Sick Of The Click

One of the principles behind the enthusiasm for online display advertising is the idea that it is "interactive." Advocates for online advertising make the case that interactivity between a person and an ad makes the ad more engaging to the consumer and therefore, more powerful.

It's an argument that, on the surface, has a great deal of logic to it, and is hard to dispute.

However, the argument hinges on the notion that online advertising really is substantially more interactive than traditional advertising. If it is not, then the argument falls apart.

The one factor that makes an online ad more interactive than say, a newspaper or magazine ad, is that it is hyperlinked to other, deeper material -- in other words, it is clickable.

It is in the click that the essence of interactivity resides. Without clickability, an online ad is no more "interactive" than a magazine ad.

Consequently, the argument for the power of online display advertising rests on the inclination of consumers to click. If consumers are not inclined to interact, we have no reason to believe an online ad has any more potency than a newspaper ad.

A recent study demonstrates the astounding disinclination of consumers to "interact" with online display ads.

You can find the study here. Here's a summary:

The study "examined the advertising interactions of over 100 million anonymous user profiles and over one billion advertising impressions served in the first months of 2011."

They "reviewed the action lift of 100 campaigns, and brand lift reported in 400 campaigns."

They found "...a tiny fraction of people ever click on an ad. In fact, 99% of stable cookies examined never click on an ad. "

"Nearly 20% of ads that received any click activity received multiple clicks within the same impression, suggesting that these clicks were unintentional.

"An examination of who tended to click paints a picture of an audience that may not be attractive to most advertisers.

They may be exactly the people you don't want. "Users who are economizing click 65% more often than users who purchase frequently online."

Here's one you'll love. "...optimization of campaigns to achieve higher CTR may in fact be reducing brand ROI." In other words, the higher the level of "interactivity" the lower the ROI!

"Conclusion: ...This study should serve to caution marketers, that relying on CTR means being comfortable targeting low income, older, technologically less sophisticated consumers and recognize that most of the click ‘leads’ will go nowhere, as they were generated by unintentional clicks or will not result in a post impression action nor brand."

It should come as no surprise that the online advertising community is running as fast as it can and as far as it can from the idea of "interactivity" as measured by clicks.

The same type of revisionism that has polluted the "advertising is dead" crowd has now infected the "interactive advertising" crowd.

What once made them click, now makes them sick. :vomit:


The Ad Contrarian Says:

"Creative people make the ads. Everyone else makes the arrangements."

"Brand studies last for months, cost hundreds of thousands of dollars, and generally have less impact on business than cleaning the drapes."

"Nobody really knows what "creativity" is. Every year thousands of people take a pilgrimage to find out. This involves flying to Cannes, snorting cocaine, and having sex with smokers."

"Marketers always overestimate the attraction of new things and underestimate the power of traditional consumer behavior."

"If you're looking for perfection, you came to the wrong planet."

"We don’t get them to try our product by convincing them to love our brand. We get them to love our brand by convincing them to try our product."

"As an advertising medium, the web is like communism. It's never very good right now, but it's always going to be great some day."

"In American business, there is nothing stupider than the previous generation of management."

"If the message is right, who cares what screen people see it on? If the message is wrong, what difference does it make?"

"The only form of product information on the planet less trustworthy than advertising is the shrill ravings of web maniacs."

"In the entire history of civilization, nothing good ever happened to a teenager after midnight."

"There's no bigger sucker than a gullible marketer convinced he's missing a trend."

"All ad campaigns are branding campaigns. Whether you intend it to be a branding campaign is irrelevant. It will create an impression of your brand regardless of your intent."

"Nobody ever got famous predicting that things would stay pretty much the same." ... click.html

"If you're looking for perfection, you came to the wrong planet." that right! :D

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