Monday, June 16, 2008

Why I'm losing confidence in online advertising

Yes, my faith in mass media marketing has been slipping for a long time. But I don't think online ads are much better. Why? Well, first there are these stats from a recent campaign we did for a client:

Page views purchased: 90,000 views

Page views delivered: 117,003 views

Clicks to website 96 clicks

Yield: 0.08%*

*According to a rep from this same portal, the national average yield is 0.02%

So we did 4 times better than the national average...and still got less than 100 click throughs out of more than 100,000 impressions.

All of this is great reminder that online advertising has all of the same challenges as traditional media advertising. One of the only advantages online offers, in fact, is the ability to measure results. So if you do a online ad campaign, be sure to ask for the numbers after your campaign runs. It's a good reality check on what you're getting for your money.

1 comment:

ScLoHo (Scott Howard) said...

Welcome back Anthony.
A couple of thoughts...

Measuring the effectiveness of online advertising is more than measuring the number of click throughs. Click throughs should be the measure of the effectiveness of the individual ad itself.

Using that rule of measurement, you were very successful at creating an online ad that quadrupled the national average! For that accomplishment, you deserve kudos.

You are right in saying that the challenges are similar to traditional media. I wrote about this recently at