the advertising value associated with one hour of
an Internet user’s time is less than $.10 and one third of that goes to Google.
This number is low even compared to the challenged performance of television
which comes to $.25 and print which is $1.00. It gets worse. A current
solution, to impose a 15 or 30 second ad in the form of a video segment, is
designed to engender frustration and even hatred, worse than pop up ads. The
online audience, as opposed to TV couch potatoes, is in control and resents losing
that position.
One reason for ineffective advertising is a
preoccupation with reach and attention with little consideration with
intensity. To get the audience to have an interest in a relationship with
advertisers that engenders an incentive to share. Reach by itself can be of
little value.
Advertisers tend to do whatever is needed
in order to gain attention instead of an indirect approach that may require
more effort, ingenuity, trust, and patience. Compare this attitude to a person
wanting a relationship, yet becoming so clingy and persistent they seem like a
stalker. Similarly, when a creative solution is needed it may be best not to
rush to a brainstorming session unless it is preceded by gathering the right
information and people. The slower indirect path is often the best choice. That
is also true for online advertising.
And the best indirect path available it proven, it's called Shopper's Voice. Contact Paul Ashby on (0044)01934 620047 or paulashby40@yahoo.com
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