Why do we continue to fall into this trap and measure online ad effectiveness by clicks. I see ads all day...I never click on them...but I see them.
The good ads catch my attention because they are relevant (thanks to some data play) or extremely well done and tied into an effective cross promotional effort (or in some cases so bad I can't resist looking at them...like a horribly bad campy 50's movie by Ed Wood)
Then there are the softer ads...CPC story ads, like on Digg, which garner a high CTR and generate tons of impressions. Other "soft" formats are more integrated and subtle in how they engage the end user...look at what Amex is doing with Open Forum or Small Business Saturday this past weekend.
In short...I don't ignore all ads, I ignore bad ads and ads that aren't relevant or engaging on some level. We are being influenced by advertising all the time...I find it hard to believe that online plays no part in that.
No comments:
Post a Comment