Comments on: Stop With The Dancing Cartoons Already: 7 Tips For Better Banners http://atomictango.com/2008/01/04/banners/ Creative Strategy for the New Marketspace Tue, 31 Jan 2012 08:55:55 +0000 hourly 1 http://wordpress.org/?v= By: feesch http://atomictango.com/2008/01/04/banners/comment-page-1/#comment-57 feesch Sat, 16 Aug 2008 11:56:54 +0000 http://coolrulespronto.wordpress.com/2008/01/04/banners/#comment-57 "ask for clicks..." have you seen click-though rates?! It is such a dated metric and in most cases, pointless. Most online ads are branding campaigns. You simply can not measure brand effectiveness with a reponse based metric - and if they are not being seen, and remembered, then they are poorly designed. You would not measure TV ads by how many people picked up the phone. Answer is to understand the user environment and develop better experiences in situ on site. Heres my argument: http://deandonaldson.wordpress.com/2008/07/21/for-consumers-sake-let%e2%80%99s-drop-kick-the-click/ <strong>Freddy's Comment: Actually, Dean, many advertisers do measure TV ads by how many people pick up the phone. Or by how many people type in the unique URL featured in the ad. With increasing TiVo and DVR usage, a direct-response mentality might become even more prevalent. I absolutely agree that click-through rates are appalling -- indeed, that was one of the core themes of this article. My suggestion is that, if you must buy, only pay for clicks, because the number of "impressions" is an even more bogus statistic, particularly with Adblock Plus in wide use. I for one hate banner ads from both a consumer and advertiser perspective -- again, a core theme of this article (did you actually read it or just skim it?). But considering how god awful most online ads are, I vehemently dispute your assertion that "most online ads are branding campaigns." Which "congratulations, you've won a free iPod" ad have you been looking at?</strong> “ask for clicks…” have you seen click-though rates?! It is such a dated metric and in most cases, pointless. Most online ads are branding campaigns. You simply can not measure brand effectiveness with a reponse based metric – and if they are not being seen, and remembered, then they are poorly designed. You would not measure TV ads by how many people picked up the phone. Answer is to understand the user environment and develop better experiences in situ on site.

Heres my argument:
http://deandonaldson.wordpress.com/2008/07/21/for-consumers-sake-let%e2%80%99s-drop-kick-the-click/

Freddy’s Comment: Actually, Dean, many advertisers do measure TV ads by how many people pick up the phone. Or by how many people type in the unique URL featured in the ad. With increasing TiVo and DVR usage, a direct-response mentality might become even more prevalent.

I absolutely agree that click-through rates are appalling — indeed, that was one of the core themes of this article. My suggestion is that, if you must buy, only pay for clicks, because the number of “impressions” is an even more bogus statistic, particularly with Adblock Plus in wide use.

I for one hate banner ads from both a consumer and advertiser perspective — again, a core theme of this article (did you actually read it or just skim it?). But considering how god awful most online ads are, I vehemently dispute your assertion that “most online ads are branding campaigns.” Which “congratulations, you’ve won a free iPod” ad have you been looking at?

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