Tuesday, April 13, 2010

What Counts And What Doesn’t Count?

In advertising today, it seems that everything counts.

Even the stuff that didn’t used to count, now counts.

In an ad currently being run by Collective, which is an audience counting company, they proudly claim that 99.92% of all banner ads don’t get clicked.

According to Collective, this is good.

When you go to the Collective website, they’ll tell you that consumers are 121 times more likely to interact with a display ad than click on it. By "interact" they mean nothing more than mousing over the ad, or, time spent on page. Not time spent with the ad, mind you, but time spent on the page.

If I’m a marketing director, what this really means is that consumers are 121 times more likely to ignore my ad than pay attention to it.

According to Collective, this is good.

Their logic is this. Just because your ad didn’t get someone to click through for more information, it still made an impression.

Right.

Just not a good enough impression to get more than .09% to click on it.

It seems that today in the ad business, .09% is considered excellent.

Have our standards really fallen that far?

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