This just hit the One Degree inbox:
“I have a quick question for you.
I am working on an online banner advertising plan. What third party resources are there that track the impact each website may have. I don’t trust my ad agency in their selections and I seem to rely only on the post-campaign reports.
Is there something like a Print Measurement Bureau for online advertising?”
Any thoughts? Who in Canada would you point this person to? Or is the question fundamentally misguided?
Category: Online Advertising
How often should you update your online ads? How long can a campaign run before consumers get bored? The phenomenon of declining ad response due to overexposure has been a point of contention among marketers for years. Online, it’s called “banner burnout,” and it’s commonly thought to occur after the delivery of about 10,000 to 20,000 impressions.
Offline, ad burnout isn’t measured so much in terms of volume as it is in time of exposure. A recent test of 2,500 U.S. homes by The PreTesting Company found that “most people tire of TV commercials after just two weeks”:http://www.adrants.com/2005/08/study-measures-ad-viewership-campaign.php.
The obvious solution for both online and offline marketers would be to update their ad creative. Of course, this can be a costly and time-consuming process. But there is a way for marketers involved in cross-media campaigns to save on online costs by stretching their investment further.
With their buying power and trend-making prowess, teens and young adults have always been popular targets for interactive marketers. In the past, we’ve looked to email marketing and instant messaging as our means of connecting with this demographic, but reaching today’s teens requires an understanding of an entirely different online animal.
Social Networks are the newest way for teens to connect with their friends online, partake in online discussions, meet new people, even create their own blogs. Exchanging email and instant messages remains a popular pastime, to be sure, but increasingly it’s these online communities that are receiving the lion’s share of young peoples’ time. For marketers, these sites open up a whole new world of advertising opportunities. Designed around communication and effective at engaging consumers, social networks lend themselves well to such interactive initiatives as contests, quizzes, games, and branded content.