Have you noticed some new buttons surrounding display ads on Yahoo.com?
The top link – AdChoices – takes you here and lets you opt in and out of certain categories as well as shows you the information it has on you. They have my location wrong, or just never updated it since I moved but provide a lot of great information everyone should know about why/how advertising is displayed to you. I’ve repeatedly said Behavioral Targeting is one of the best tools in the world but I firmly believe in advertising education and allowing people to control what they see. If you want irrelevant content or a pay-wall so sites can recoup costs then enjoy!
The bottom link – Ad Feeback – takes you here which looks like a brand awareness/brand lift study.
Yahoo has not incorporated both of these on all banner placements, not sure if its b/c this one had the best placement 300×250 right side, above the fold which will no doubt get the highest number of eyes and clicks. Or if its something specific to the T-Mobile ad campaign. I can’t be BT targeted, maybe demo?
Your ads are creeping me out! Who cares if this image is real or fake or how many people can’t pass the illusion test. You have put an image to my head that I will never be able to unsee.
Maybe if advertisers created better, more interesting and less incredibly disturbing ads users would not be so against display ads on their favorite sites.
There is a great article on TechCrunch “Let’s Kill The CPM” that is a great argument to end the use of CPM (cost per thousand) as a metric to buy, sell and evaluate display ads. Shelby Bonnie makes some excellent points as to why the CPM is stunting the growth of online advertising and ultimately annoying the hell out of users. Using CPM instead of engagement, CPA (cost per acquisition) or CTR is driving publishers to fill as much of their sites with ads which only increase users to tune out the ads.
Unfortunately CPM is going to be a hard stat to shake from a media buyers mind and impossible to remove from the publishers sales lingo. To me CPM is the same thing as traditional media’s ratings. It is a value placed on the popularity of the site/show, without considering the target audience or their ultimate actions; but target audience is everything.
Are people clicking? Does anyone notice the ad? Of those 1000 people per $30, how many are ins the market to even buy our product? And of those who is actually going to take action?
Few sites (and absolutely no traditional) take it beyond the number of eyeballs an ad reaches and determine cost based on engagement, acquisition or another viable statistic. Some might argue it is unfair that a publisher have to rely on how the capabilities of the advertiser, however I think it would push publishers to select the right advertisers and deliver them to a viable target audience. Right now, publishers are willing to let just about anyone advertise, take a look at CNN or Facebook if you don’t believe me. Spammy, bad ads which just drive down a users willingness to click on ads. Clean up the ad space and users will actually find display ads a source of information on products.
We have the technology, we have the data, we just need to push to make the ad system better, more effective and a hell of a lot less annoying.
Two thirds of all online searches are the result of offline media including TV, newspaper, magazines, word of mouth, radio, direct mail.
Of those who searched for a product or company 39% ended up buying from the brand that motivated their search (via). What happened to the other 61% and how do you keep your share (and steal some of your competitors)? How do you use those search trends to improve both your online and traditional media placement? How do you make sure your online and traditional efforts are cohesively working together?
Well I’d love to say follow a few simple steps and you’re golden, it’s not that easy. As web is almost all in real time these days, you have to consistently monitor, adjust and analyze. These are the top five things I would recommend –