The Buzz Forge

bigbuzz November 19th, 2009

We have a large number of clients who advertise online. Most do some form of online advertising. Those who do not, yet, ask how, where and with what. My advise always starts the same. Be careful.

Online advertising has been the hottest thing for a decade, why not it’s new. Mobile is quickly replacing online ad the new glamor ad outlet but that’s another discussion. Online has seen huge surges in ad revenue, it’s new so why not, but for the most part those dollars have been flushed. We can chalk them up to research. Now it’s time to look at the data we have from 10 years of online ads and see where and how to best utilize our resources.

Let’s assume a web site is already in you arsenal and that you are properly utilizing data gathering, stickiness, frequent visits, all the things that make a web site “great”. Now you want to advertise and drive traffic to your site. “Let’s put up some banners.” you say to your crew. The question is what type, size, format, where…

Please make sure your choice is representative of your product and company. Viewer perception will mean the difference between success and failure. Consider how you feel when you see different size and style banners. If you are designing your ads in house look at your competitors banners, look at the big boys ads, notice what banners cause you to click. If you are hiring an agency to work on your interactive campaign ask them why they are doing things the way they are. If they don’t give an answer you are comfortable with find someone else.

The new mantra for online advertising is bigger is better. Pushdowns, XXL Boxes, Fixed Panels are seeing greater clicks. Interactive ads that engage the user having them click on flip art and play videos are more popular and show increased user favor. Of course these are more expensive to produce than a 728 x 90 leaderboard.

Interactive advertising can be a valuable and integral part of your media mix, just be careful, it could also be the commode you send your dollars and time down if you are not careful.

Thanks for coming back to thebuzzforge. Feel free to leave a comment or shoot us a note.Pause Before you Jump into Online Advertising

• Interactive Advertising
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bigbuzz November 19th, 2009

The new study by Dynamic Logic showing that Magazine advertising is more effective than online or TV confirms something we are aware of. Only we forget.

Why do we forget? First advertisers like the idea and glamor of Broadcast TV. It’s a puff-out-your-chest moment when you can say I’m on TV or when someone says they saw you on TV.  Second, things we know often get pushed back in our mind. New information, more immediate information is laid upon foundational knowledge and we focus on the new.

It’s great to see research restating the known from time to time because we all need to re reminded.

Why is Magazine advertising more effective than online and TV? Think about the media. TV is a mass market outlet, expensive in nature with high production costs. Commercial are viewed by the user as interruptions, time to get a drink, go to the bathroom, change channels, skip with DVR, etc. Sure TV can be target by purchasing time in specific shows but you are still not pinpoint targeting and have to deal with the audience you purchased leaving while your ad is on. And, once your ad is done it’s gone.

Online is touted as the next great thing yet few have found profit in it. Ads are more annoying than Gary Trudeau infomercials and online trust is a major issue. I just battled a virus that infected my computer. The IT Security Specialist I hired to fix me up said I probably got the virus from a very well known site. It was not their doings that infected me by hackers, a common practice.

So all of those flashing noisy banners and things that float across my screen are a pain in my rear and I ignore them all I can. And I virtually never click on them.

Magazine ads are a bit different. Magazine ads are part of the content of the publication.  Products advertised are strongly associated with the subject matter found in the mag. Motorcycle parts are found in motorcycle mags not home decor pubs. The reader purchased the magazine knowing there are ads, they are not interruptions but overwhelmingly viewed as part of the information in the publication. And, each time a reader uses the mag they are exposed to the ads, that’s frequency.

I need to make something clear…Online and TV advertising are valuable and when done correctly can drive business. We just need to remember what we know, Magazines can target and generate sales, build brand awareness and give the most effective cost per person and dollar spent.

Thanks for your time,
Jeff

Magazines More Effective Than Online or TV

• Advertising in General , Traditional Media
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