Comments on: BadMen – Mature thinking needed in Digital Advertising

By: Mirek Polyniak

Mirek Polyniak — Sun, 20 Sep 2009 07:03:46 +0000

I fully agree that it’s high time to abolish the slavery to CTR which tells you nothing about the effectiveness of the campaign. Moreover the study: iProspect ‘Search Engine Marketing and Display Advertising Integration Study’ Forrester Consulting, May 2009 proves that display ads produce many more actions that a click.
The same with rich media, incl. video ads: they are very effective. But one needs to measure conversions/ post-view actions.
Online is very effective providing it’s applied properly – you need the insights to know where and how to reach your customers.

By: Gobinda Paramanik

Gobinda Paramanik — Wed, 05 Aug 2009 15:48:07 +0000

Hi, this is a quite impressive post. My question is how are you measuring the dwell time for different layers of an ad, or better how are you collecting the data. Are you using some kinds of continuous polling to store the data? Also what is the percentage of accuracy for this data. Say, a user views the ad, moves mouse over it and closes the browser before you send the information back to your server. How are you considering these kinds (there may be several other kinds as well) of loss of data?

By: Eyeblaster Editor

Eyeblaster Editor — Mon, 15 Jun 2009 12:42:19 +0000

Thanks Lewis. You reveal an aspect of the many frustrations that seems to be ever growing within our industry. At this point in the (r)evolution cycle there is still much to learn and it is at this point we must widen the debate out to is the way in which advertising works per se.

Advertising is about storytelling, it should be designed to change ‘feelings’ and perceptions through engaging my senses – sight, sound, touch, etc – and in this regard cannot be minimized to a pretty ad that is seen as purely as a traffic driver – to a microsite or Facebook or wherever.

If agencies push other media like TV it is because they have learned to tell stories (and it took a long time for them to get there too!), e.g. Your hair is brittle, this serum contains vitamins, it’s scientifically proven, and personal testimony ‘I feel great!’ The outcome is to ‘purchase’ in a shop, not merely visit a website.

The question remains, with a user being able to participate and to some degree control the storyline, will they have a better and deeper relationship with the brand and thereby increase the chance to purchase in the shop? I believe it can, and fortunately evidence is starting to prove this. But this is difference in thinking like a marketer as opposed to a developer… what is YOUR agency specialty?

By: Lewis

Lewis — Mon, 15 Jun 2009 04:04:24 +0000

A good article.

I feel that many ad agencies do not understand online. Many agencies have old fashioned business models which rely on pushing TV, print, Outdoor, Radio and then they will charge huge production / design costs and make money there.

I know website where the client simply has to send photo’s and text and they will receive excellent coverage and branding, plus analytical updates in reports once monthly. Why need an agency for that?

Online display works, it should not be intrusive and it should be succint and to the point.

Agencies are bringing cpm rates down because they want to continue flogging customers with production costs…