internet, walking, music, children and that really is it
Social Media = ROI
Online display advertising in the standard formats banner,button, skyscraper etc doesn’t work. In most cases it makes no contribution to any sales or communication objectives whatsoever.
It’s wallpaper, blocked, clicked to close down, beneath or below the fold, out of sight, out of mind, not rolled over, not clicked, sometimes shouted at, at best ignored.
We should just can the whole lot.
Everyone in the industry sort of knows this. But obviously there’s no self interest in spreading the news. That’s 25% of a 4 billion quid market…which is ah 1 billion.
Why rock the boat when this part of clients media investment is still growing? And in fact there is superficial justification for this increased spend because internet activity is believed to have built-in guarantees of effectiveness. It is all tracked and measured. Normally to a ReturnOnInvestment metric like a “sale” through ad-serving software. Safe as houses.
Generally if something is on the media schedule it will have earned its place through delivering tracked sales or leads or whatever the requirement is.
But it didn’t contribute anything. You may as well have set fire to the money.
Someone who bought something from a client site was served the ad on a page as they passed through their internet itinerary. The cookie was dropped, a “view” window opened. But the conclusion should not be they bought “because of” but that they were “always going to buy”. If you serve enough cookies as part of your display ad schedule to blanket the majority of the population then of course you will have sales. They are sales you would have got anyway but which can now be attributed to this high volume display activity. Job done.
And that is what has made this particularly ironic in the last year or so, because with uncertain economic times has come an even more increased emphasis on digital delivery because of its measurability and supposed superior accountability. So clients feel comfortable increasing spending in this discipline because the internet is the future and the future is now blah and because they can track their actual ROI on ad pounds spent. Unlike say TV.
The irony is, of course, that with pecuniary motivations, they’ve just thrown away millions essentially, via false attribution, to measure what they would have got anyway.
The internet does of course work wonderfully as a comms channel and as a sales channel. For both brand and direct response purposes. In fact the internet kind of wraps up every other channel into itself. You’ve got video which works well, as the new way of watching TV, websites are your new Print, social media the new PR and CRM, search marketing has replaced Classified. You can stream Radio, you can email like in DM etc.
As for Online Display I think of the standard online display formats as more like posters. 6 sheets 48’s and 96’s. I love Outdoor but it doesn’t work on the small screen, and we shouldn’t expect it to.
Lets stop filling the pit. Redistribute the billion to effect. The consumer I’m sure would hardly notice online displays disapperance
Online Display is a billion pound money pit