Re: UKNM: online ad tolerance collapsing

[azeem azhar, list]

Interesting point.

We've seen the same thing happen in the US, through the usually ad friendly

Net Ratings, where clickthro' in their sample have dropped to 0.56% down

from about 1.2% six months ago.


Here's what could be happening:


1. over-exposure: we see a hell of a lot of ad messages a day online, it

takes a lot to notice one (unless you're a marketer)

2. ads interrupt the goal driven experience: if we are increasingly

goal-driven in our web surfing, then why should i click out of my current

clickstream to be distracted by a cheap laser printer?

3. newer users don't know/understand what that banner is, except that it

fires them off away from where they were.


perhaps we need to encourage some more low'verhead commerce/rich banners per

9thsquare, which keep the surfing experience intact.


second notion: we need more than the data you've provided to help us make

any decisions. it could be that advertising is particularly effective (in

terms of "noticing", or "click through") for hitting some segments. (e.g. an

online ad campaign is probably an extremely effective way of marketing to

employees of Fletcher Research (Fletcher run surveys of the UK ad market and

so track as much advertising copy as they can of the UK), less effective at

marketing to the hordes of internet users who rarely log on).


third: you've tweaked the g-string of tension for sites looking for commerce

and ad revenues . . . the two are probably significantly substitutive not

merely complementary,

that's why advertisers ought to think in terms of pay per performance


see you in zurich!

a


>Three selected datapoints from the recent AdAge Interactive Media Study

>(2,000 telephone questionnaires in early October). This looks to me like a

>trend that has nowhere to go but down. With no exceptions the survey

>reveals increasing readiness to purchase online and collapsing tolerance of

>advertising. Specific responses from online ad folk?


>

>s

>

>How acceptable is online advertising?

>

>             1998        1997

>very         21.4%       20.3%

>somewhat     63.5%       68.5%

>not at all   13.8%        9.6%

>don't know    1.3%        1.7%

>

>

>How often do you look at online ads?

>

>             1998        1997

>very often    3.4%        4.7%

>often         5.7%       11.5%

>sometimes    51.1%       45.1%

>never        48.5%       38.7%

>

>

>How often do you click on banners?

>

>             1998        1997

>very often    0.3%        2.0%

>often         2.7%        4.7%

>sometimes    48.2%       50.0%

>never        48.5%       43.0%

>

>{use a mono font}

>

>--

>

| Steve Bowbrick | stevewebmedia [dot] com (mailto:stevewebmedia [dot] com) |

>| 0171 428 9980 phone     | 0171 428 9981 fax         |

>| http://www.bowbrick.com | 0468 257 570 mobile       |



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