Web advertising metrics
Posted on February 13, 2008
Filed Under Business |
Slashdot | 6% of Web Users Generate 50% of Ad Clicks
Worse news for advertisers: these clickers are not representative of the population as a whole, most have incomes under $40K, and their clicks are not related to any offline buying. (They are mostly males between 25 and 44 years of age.) The number of clicks on an ad campaign is also not strongly correlated with brand awareness for the ads’ subject, according to the study.
If the peeps on Wall St. get tech, you should see GOOG take a hit today. I do not understand how companies can throw so much money at web ads and have no real metric of who is actually seeing the ads. I understand why… because the old way of TV/radio/newspaper had even less information about who your ad hit and its correlation to sales.
For example, what is the cost of a showy insert in the national weekend paper or the afternoon drive radio spot? What is the actual return on investment for that bit of marketing. 1) who knows, 2) who cares. Who cares because what marketing department should be doing is evaluating the opportunity cost of Permission Marketing. And when they do they will get a lift sizeable enough to measure.
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