Comments on: Display Ad Clicks Drop 50 Percent, Marketers Cringe http://www.revenews.com/online-marketing/display-ad-clickers-drop-50-marketers-cringe/ Discussion of Online Marketing, SEM, Social Media, Mobile and Video, Micro-Content, and Affiliate Marketing Thu, 09 Feb 2012 18:01:00 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Independent Brains » The death of the click? http://www.revenews.com/online-marketing/display-ad-clickers-drop-50-marketers-cringe/#comment-23513 Independent Brains » The death of the click? Sat, 19 Dec 2009 21:53:12 +0000 http://www.revenews.com/?p=4371#comment-23513 [...] Display Ad Clicks Drop 50%, Marketers Cringe (revenews.com) [...] [...] Display Ad Clicks Drop 50%, Marketers Cringe (revenews.com) [...]

]]> By: Luke Jeffrey Smith» Status update on October 19, 2009 at 8:55 pm http://www.revenews.com/online-marketing/display-ad-clickers-drop-50-marketers-cringe/#comment-22861 Luke Jeffrey Smith» Status update on October 19, 2009 at 8:55 pm Mon, 19 Oct 2009 21:02:53 +0000 http://www.revenews.com/?p=4371#comment-22861 [...] Display Ad Clicks Drop 50%, Marketers Cringe : www.revenews.com/duanekuroda/display-ad-clickers-drop-50-marketers-cringe/ [...] [...] Display Ad Clicks Drop 50%, Marketers Cringe : http://www.revenews.com/duanekuroda/display-ad-clickers-drop-50-marketers-cringe/ [...]

]]> By: Finance Geek » CPM in the doghouse http://www.revenews.com/online-marketing/display-ad-clickers-drop-50-marketers-cringe/#comment-22845 Finance Geek » CPM in the doghouse Fri, 16 Oct 2009 12:39:14 +0000 http://www.revenews.com/?p=4371#comment-22845 [...] Display Ad Clicks Drop 50%, Marketers Cringe (revenews.com) [...] [...] Display Ad Clicks Drop 50%, Marketers Cringe (revenews.com) [...]

]]> By: T Foster http://www.revenews.com/online-marketing/display-ad-clickers-drop-50-marketers-cringe/#comment-22777 T Foster Fri, 09 Oct 2009 22:16:39 +0000 http://www.revenews.com/?p=4371#comment-22777 One thing to consider here is the proliferation of new content and thus more ad inventory via user contributed media. The conversation is now two ways in the online media landscape, which makes publishers eager to populate this new content with new ads, putting a higher scarcity on attention as it relates to the entire number of banners competing for finite attention. The abundance of choice has been attacked by recommendation engines and services such as the genius feature in itunes. With better targeting we can hopefully make ads more relevant, and with relevancy we should see an improvement in CTR. Banners will always be a vehicle for brand awareness, yet most marketers back into a CPA with banner campaigns anyway. This along with the data from the IAB regarding the dominance of performance pricing implies that marketers always seek a measure-able result. The key will be to offer the marketer the ability to pay for the furthest point in the marketing funnel. e.g if an impression is all the marketer gets, thats all they should pay for. if the banner results in a sale, then he should pay a higher price for that transaction. If we achieve this point, we should see less cringing and more smiling. One thing to consider here is the proliferation of new content and thus more ad inventory via user contributed media. The conversation is now two ways in the online media landscape, which makes publishers eager to populate this new content with new ads, putting a higher scarcity on attention as it relates to the entire number of banners competing for finite attention.

The abundance of choice has been attacked by recommendation engines and services such as the genius feature in itunes. With better targeting we can hopefully make ads more relevant, and with relevancy we should see an improvement in CTR.

Banners will always be a vehicle for brand awareness, yet most marketers back into a CPA with banner campaigns anyway. This along with the data from the IAB regarding the dominance of performance pricing implies that marketers always seek a measure-able result. The key will be to offer the marketer the ability to pay for the furthest point in the marketing funnel. e.g if an impression is all the marketer gets, thats all they should pay for. if the banner results in a sale, then he should pay a higher price for that transaction. If we achieve this point, we should see less cringing and more smiling.

]]> By: Rachelle King http://www.revenews.com/online-marketing/display-ad-clickers-drop-50-marketers-cringe/#comment-22776 Rachelle King Fri, 09 Oct 2009 17:51:48 +0000 http://www.revenews.com/?p=4371#comment-22776 I have been designing and helping small businesses with display advertising since the days where mostly standard 468 x 60 banners where spread across tons of webpage’s back in 1993 on the free Link Exchange system. This was also when Net gravity was the ad server making waves online before it was bought by DoubleClick. Since then display seems to rise and fall with the Ocean. I however for one do not believe display will ever go completely away but I do feel that creative needs to become more intelligent & much more targeted IF you’re looking for “Click Throughs”. Note I said IF & the reason is because of exactly why you talk about exposure & influence. In the way old school marketing days it was said that it would take a person at least 3 times to view an ad before they became aware of it. It would also be great to see some studies done on display ad impressions vs. content ad impressions. Is an official graphical display ad more impacting than a content ad impression? If so is this in certain cases or all cases? I for one do not believe in the last click getting all the credit. When it comes to marketing I believe a holistic “sharing the love” between all your efforts is the best approach. I have been designing and helping small businesses with display advertising since the days where mostly standard 468 x 60 banners where spread across tons of webpage’s back in 1993 on the free Link Exchange system. This was also when Net gravity was the ad server making waves online before it was bought by DoubleClick. Since then display seems to rise and fall with the Ocean.

I however for one do not believe display will ever go completely away but I do feel that creative needs to become more intelligent & much more targeted IF you’re looking for “Click Throughs”. Note I said IF & the reason is because of exactly why you talk about exposure & influence. In the way old school marketing days it was said that it would take a person at least 3 times to view an ad before they became aware of it.

It would also be great to see some studies done on display ad impressions vs. content ad impressions. Is an official graphical display ad more impacting than a content ad impression? If so is this in certain cases or all cases?

I for one do not believe in the last click getting all the credit. When it comes to marketing I believe a holistic “sharing the love” between all your efforts is the best approach.

]]> By: Duane Kuroda http://www.revenews.com/online-marketing/display-ad-clickers-drop-50-marketers-cringe/#comment-22774 Duane Kuroda Fri, 09 Oct 2009 11:07:01 +0000 http://www.revenews.com/?p=4371#comment-22774 The basic answer is experimentation, I believe, but depending on your budget and infrastructure, experimentation may not be that easy but does require some trial and error on multiple options. We have our own internal tools for non-linear open loop conversion analysis, but the same can be approximated with patience and multiple analytics and marketing packages working in tandem to approximate multiple user conversion flows. Setting up the systems to see where users loop or cross on paths based on single and/or multiple exposures can provide insight into direct click based conversion version exposure based influence and conversion. Without more hairy detail, I'd add that the analytics folks be willing to have educated guesses and test them over and over to determine which of your experiment choices actually pan out. The basic answer is experimentation, I believe, but depending on your budget and infrastructure, experimentation may not be that easy but does require some trial and error on multiple options.

We have our own internal tools for non-linear open loop conversion analysis, but the same can be approximated with patience and multiple analytics and marketing packages working in tandem to approximate multiple user conversion flows. Setting up the systems to see where users loop or cross on paths based on single and/or multiple exposures can provide insight into direct click based conversion version exposure based influence and conversion.

Without more hairy detail, I'd add that the analytics folks be willing to have educated guesses and test them over and over to determine which of your experiment choices actually pan out.

]]> By: Chris Peterson http://www.revenews.com/online-marketing/display-ad-clickers-drop-50-marketers-cringe/#comment-22769 Chris Peterson Fri, 09 Oct 2009 07:25:25 +0000 http://www.revenews.com/?p=4371#comment-22769 I agree with you, Duane. With visitors getting more & more immune to banners, though ads aren't surely dead as of now. But it is definitely the time to consider options of diversification through multiple choices available online. What could be your suggestions? I agree with you, Duane.
With visitors getting more & more immune to banners, though ads aren’t surely dead as of now. But it is definitely the time to consider options of diversification through multiple choices available online.
What could be your suggestions?

]]>