Tuesday, May 10, 2011

Measuring the UnMeasureable

Quick, name three products you saw advertised online the last time you were on the web.

Odds are you can't.

Odds are it doesn't matter.

Each and every advertising message will not have a measureable result. It is the combination of frequency and exposure through various forms of messages and mediums that add up to create an impression that leads to consumers spending money.

If you are only gauging the success of an advertising campaign by trackable results as described in the following article, you are short sighted and foolish.

Just because you can measure something, doesn't mean you can rely on that one form of measurement.

Internet Users View Ads as a Distraction

What does it take to get Internet users to click on ads? Advertisers have been trying to unlock that mystery for years. With the average click-through rate at .09%, new research commissioned by AdKeeper and WPP's 24/7 Real Media, and conducted by Nielsen, might have the answer.

The study conducted in March among 600 people ages 18 to 54 looked at consumer behavior in an attempt to understand why some Internet users don't click on ads. The range includes banner, expandable, video and rich media, excluding search marketing and Facebook. Those who participated in the study "hardly ever or never" click on advertisements they see across the Web.

It turns out that "distraction" remains the No. 1 reason people don't like to click on ads. The multiple choice study reveals that 61% say the ad takes them away from their purpose on the Web site. Fifty-eight percent don't see the ads as relevant, followed by 57% who are afraid clicking on the ad will trigger more spam from advertisers. Some 55% believe their computer will download a virus, 54% don't trust the ads, 46% are afraid pop-up screens will take over their computer screen, and 43% don't see ads as engaging.

Some answers were based on fear, but the majority of consumers just didn't want the ad to take them off the page, according to MaryAnn Bekkedahl, AdKeeper's chief revenue officer. "Most people think the consumer won't click on ads because they don't like them," she says.

Advertisers spend only 15% of their budgets online, while consumers spend 28% of the time they consume media on the Internet, according to AdKeeper. Closing that gap should become a priority for advertisers.

When Internet users participating in the study asked what would get them to click on ads, 17% admit if it didn't interrupt their browsing experience; 9%, seeing an ad from a brand they trust; 9%, seeing targeted and interesting ads; and 7%, ads with coupons or targeted discount codes.

AdKeeper suggests designing ads that allow the Internet user to learn about products or services without leaving the Web site page. The company also suggests building in relevant messages. Give consumers reason to trust the message and give them time to engage with the message on their terms.

(Source: Online Media Daily, 04/18/11)

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Thos003 said...

There is always cross over in marketing. It is very difficult to actually attribute all avenues of marketing involved with each new customer.

Having said that, customers are fairly accurate when they tell you what avenue was most influential in their buying decision. Ask your customers and take their advice.

ScLoHo (Scott Howard) said...

A big problem however is that customers are not thinking about what motivated them to take action, so they will usually mention the last thing that they recall.

This is how the phone book used to sell their ads, when people looked up a phone number, they used the book.

However the billboard or TV ad, or whatever planted the business name in the prospects mind is often left out, when these questions are asked.

On a similar note, I've had clients ask their customers to check off if they saw or heard their: radio ad, tv ad, newspaper, ad, etc and include a couple of medias that they didn't use on the checklist, and they get mentioned too!