NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Marlena Schwarz (marlena.schwarz_at_pop.ny.ddbn.com)
Tue, 23 Jun 1998 17:01:15 -0400
Keith Pieper wrote:
> This brings up another good point...why focus on click rates? What
> does a "click" mean for measuring effectiveness? Not a whole lot. Afterall,
> the IAB study said click rates have no impact on brand power of a banner
> impression. I think people need to start opening their eyes to what they are
> really trying to accomplish online...for most, it's really more than clicks.
> As a matter of fact, I asked our 200+audience at Rich Media Day San Fran
> about peoples objectives, whether they were shooting for branding, leads,
> sales or other. It was split pretty evenly. So why does the industry still
> stress clicks?
I don't care what anyone says, I'm going to recommend another medium for
awareness (branding). The power of the Web doesn't currently lie in its
ability
to create awareness. It lies in its ability to engage consumers in a dialogue,
so that's what I'm going to do with my clients. Let them do print or TV for
branding. And, rich media is an oxymoron in 1998. Maybe it'll happen soon but
in my work I'm still dealing with 28.8 modems.
What I think is going on with declining click-through is consumers are tired of
the gimmicky banners that end up disappointing the user once s/he clicks on it.
The gratuitous use of "FREE", obnoxious colors and other silly techniques that
used to work are over as click-through boosters. People are tuning out.
What I
think needs to happen is marketers have to start branding their banners. If a
consumer sees a recognizable, trusted brand name that has some relevance to
them
AND the banner is positioned somewhere relevant, you can still get some decent
results. If the brand is unknown you need a compelling offer or message
without
stupid bells & whistles. Works for us.
Just my two cents rant,
Marlena
________________________
Marlena Schwarz
D D B N e e d h a m
Interactive Communications
212-415-2340
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