Tag Archives: research

Intrusive ads are brand suicide…

23 Jul
Intrusive ads really tick punters off...

Intrusive ads really tick punters off...

HOT OF THE PRESS:- Apparently theres new research to suggest that intrusive ads annoy people, and annoying ads are not good for your brand rep…

Excuse me for being a Mr know it all, but isn’t this bleedin obvious. Everytime I tell someone non-digital that I’m in online advertisng they reply – “Is it you who make those annoying smiley faces pop up on my screen.”

Although it’s not the first piece of research on this matter, (others here, here & here), hopefully those marketeers still spending their ad $$ budgets on ‘intrusive’ online ads will wake up and stop giving the rest of online advertisers a bad name. Who are these brands who continue to bug us all? Well the report highlighted 888.com, Dulux, Ford, Garnier, Halifax and L’Oreal as being among those with the most mentioned…

In my opinion, Online advertising should always look, where possible, to add or enhance the users experience online. It should never look to detract from it or hinder it in any way, and ad formats such as pop up / overlays / ads with sound / and to a certain extent certain expandables can never be seen to be adding to the users experience.

Yes – some ad vendors / media owners may argue that as a method for getting infront of targeted audiences it’s second to none. And sure, they may remember you alright, but for all the wrong reasons.

So for those of you who knew it already, pat yourself on the back. For those that didn’t, heed advice from above otherwise you could soon be walking the plank with your brand…

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‘Natural Born Clickers’ – the end of CTR as the industry standard?

14 Jul

So finally there’s some research to support the notion that CTRs are not a good ‘sole’ indicator for an online campaign’s sucess…

Why? Because if recent-ish research (February to be precise) from StarCom media is anything to go by then just 6% of the online audience account for half of all clicks for online graphical advertising units. The report entitled “Natural Born Clickers”  argues that these heavy clickers distorts the reality of display advertising click-through metrics, and suggests that “the click is dead” as go-to measurement of effectiveness for brand-building display advertising campaigns.

So who are these heavy clickers? Well the report state that they tend to skew towards Internet users between the ages of 25-44 and households with an income under $40,000. Ouch! Not the most affluent of target markets then hey…! Apparently, heavy clickers are also relatively more likely to visit auctions, gambling, and career services sites – a markedly different surfing pattern than non-clickers…! So if you are in any of those industries keep counting those clicks, otherwise listen on…

The above research forms part of a wider call from industry leaders (such as EVP of Com Score) for a new set of metrics that can better demonstrate the effects of banner advertising for branding campaigns online (see also Impact Blog). As While CTRs may still offer a useful measure of sucess for some direct response campaigns, clearly they are the wrong measurement for brand-building advertising and consideration/preference campaigns online.

So the dialogue begins – some bloggers have argued that the online people clicking on ads are those that are small site owners looking to boost their CPCs and generate small bits of revenue, whilst some even claim that they may be proffesional ‘clickers’ employed by media owners to boost CTRs of underperforming campaigns. In my opinion this is a particuarily pessamistic and over the top view on things – just because some of the online audience may  have banner blindness and may never click on a banner ad, this shouldn’t mean that others who were presented with a highly targeted ad with a strong call to action wouldn’t click throgh.

And what are your thoughts? Is the overreliance on CTRs a thing of the past?