Mike Hudack

Colt 45. Works every time. Taken from the Detroit People Mover.

Further preliminary Starcom data suggests no correlation between display ad clicks and brand metrics, and show no connection between measured attitude towards a brand and the number of times an ad for that brand was clicked. Starcom MediaVest Group

Natural Born Clickers

Starcom finds that “the click is dead as go-to measurement of effectiveness for brand-building display advertising campaigns.”

Banner blindness, illustrated (Jakob Nielsen)

heyitsnoah:

… Super Bowl ads can do wonders for sales (sorry about the Google Cached link). Also, a lot of TV is designed to drive short-term sales and is not direct response. For better or for worse, the scale of TV allows you to show a correlation between running your spot and a sales bump. This isn’t really possible on the web (just because it’s hard to get the audience to show the bump). Ultimately it’s probably a measurement issue, but either way we’re not there yet (except, of course, when purchase happens online).
What’s more, I’d say the web has been completely proven out as a branding platform, just not within the paid media space.

Agreed. Television does drive sales. And I agree that the Web has been completely proven out as a branding platform outside the paid media space.

The trick is proving that paid media on the Web is good at driving brand metrics and sales beyond direct response.

There are two problems:

Most brand ads on the Web aren’t good at moving the needle, regardless of scale;
The measurement is often so bad that it can’t tell you anyway.

Banner blindness is real. And most banner ads suck anyway.

reblogged from heyitsnoah

This is why I still can’t wrap my head around why ads anywhere BUT on the internet can possibly rationalize charging more than internet advertising… An ad during the Super Bowl is great for branding, but I would bet it’s a total loss in terms of actual sales.

Soup: What do we measure on the Internet?

There are two types of advertising, broadly defined. Advertising designed to drive sales today and advertising designed to drive sales six months from now, for a lifetime. We call the first direct response and the second branding.

The Internet is excellent at direct response. Better than anything else. It’s yet to be proven that the Internet is better at branding. And branding is important.

reblogged from soupsoup