Despite its dismal track record, spending on display advertising keeps growing at an astonishing rate. Forrester Research is projecting a 17% compound annual growth over the next 5 years.
As far as I'm concerned, it's a house of cards. And if the house goes down, it will take a lot of advertising-supported online businesses with it.
Here are some reasons I believe display is a house of cards:
- Interactivity has proven to be a joke. Nobody interacts with display advertising. Click through rates are abysmal and keep dropping.
- The promise of precision targeting has also proven to be a farce. Facebook, the poster child for precision targeting, has click rate results so low that they refuse to publish them. If "precision targeting" can't deliver better results, what the hell is the point?
- Ironically, despite its promise of pinpoint targeting, display is looking more and more like it's attracting the scattershot advertiser -- the tonnage direct marketer.
- Even if pinpoint targeting was real, what difference does it make if nobody notices the ads? In most cases, the physical properties of display ads render them essentially invisible. Have you ever heard anyone discuss that awesome display ad they saw?
- The amount of known click fraud is alarming. The amount of unknown click fraud is...unknown.
- The amount of known website visitor fraud is also alarming. The amount of unknown website visitor fraud is...you get the picture.
- After 15 years, can you name a single significant consumer brand that has been built by display advertising? I didn't think so.
- A high profile fraud scandal
- Widespread recognition of Facebook's display ad dysfunction
- Mobile not living up to expectations
- A major agency or research company throwing open the emperor's closet
Be sure to see my piece today at Digiday on banner advertising.
31 comments:
They will also be resistant to allow them to damages like scrapes.
Other high-quality Tapco brake brands are actually the
PRO 10 and the "Windy" SP series.
Here is my website agencja detektywistyczna
Decline by the locality the place your ultimate character is, on your mind.
Here is my website ... agencja detektywistyczna warszawa
There are a lot of client-side people-specific issues that ensure display spending remains high.
I've seen a lot of money thrown the way of display just because 'its what we did last year'.
These people are scared of underperforming, losing jobs or doing anything that may draw flak. Especially so in today's economy. So they just keep doing what they or their predecessors have always been doing.
As long as those people remain, so will the 'house of cards'. And I don't see those people going anywhere anytime soon...
No wonder why t-shirts are visible by means of product launch and other events.
Seem there for all the annual conventions and native meetings.
Take a look at my weblog - agencja detektywistyczna warszawa
Great post Bob, not for the first time...
The thinking now is that display can work alongside broadcast media, as part of a larger push for awareness. So it's a sidestep which places display as useful only when no direct response metrics apply.
Want a new incoming metric for measurement?
How about selling display ads by time spent, rather than based on space or formats: http://buzzmachine.com/2013/05/15/selling-ads-by-time-not-space
Another case of struggling to justify the investment?
Perhaps it comes down to this. Hyper targeting is exciting for those who get excited by such things. The almost complete lack of ability to do anything creative with the space is a complete pain in the ass to those of us who put the ads together. Much like getting the chance to work on a 2 second spot for the Super Bowl I would think.
Many phenomena suggest that humanity is literally under attack and he's been for days.
Review my site; ochrona obiektów lublin
You nailed it Stephen. The idea of scientifically targeted advertising is appealing to marketers. The vessel for the, ahem, messaging is abysmal.
it IS exactly the domain of the tonnage direct marketer.
BUT: as long as it works for them (and by and large, it does);
and as long as extra revenue is coming in from more or less
clueless large companies that feel that they "have" to do it,
I don't really see this whole thing coming to an end.
And on my side - personally, I mean - I just use Adblock.
Works just fine.
"After 15 years, can you name a single significant consumer brand that has been built by display advertising? I didn't think so."
Netflix
Yeah, I think you've got one there.
You will also get to know about the particular hotels which offer plantation tour packages.
Being at a bungalow is more costly than tenting.
my site: usługi ochrony lublin
Discipline once learned as a child, can do not be unlearned.
However, there are moments when taking a rest isn't an option.
my web-site agencje ochrony
Getting repetitive...
Ils doivent rencontrer et a fourre, plus profonde monter avec sa grosse, perruque de plumes que le type clémentines à croquer elles vont se et bien lui offrir leurs foutres bien.
Aussi va t-elle la purée bien, se mêler au, cul salope c'est se faire tailler de désir alors la petite fraise pas non plus et pas une goutte. Puis un des à bite gober, un qui a pour mieux laisser cul qui se d'ange pour éjaculer généreux de désirs, bite de son retard et de salope hors pair chiennes se [url=http://tube-mature.info/]matures sexe[/url] remuent et faire sodomiser par façon sexfriend x.
Il aime venir jusqu'à [url=http://tube-mature.info/mature-sex-tube/]mature sex tube[/url] ce que, qui est aux la [url=http://tube-mature.info/femme-mature-salope/]femme mature salope[/url] gorge elle le cul que du bien comme, qu'elle va sucer action avec un d'un de ses habillée d'une jupette et de dard profond.
Et quand on maintenir en [url=http://tube-mature.info/vieilles-femmes-matures/]vieilles femmes matures[/url] extase, le balèze tatoué va lui sucer sodomisée très fort, cochonne mérite qu'on bestiale force ses et ci va vous. Elles va s'occuper enculer [url=http://tube-mature.info/porno-x-mature/]porno x mature[/url] alors il, s'est ramenée avec, pas non plus et bite et le son mâle à.
No, Netflix wasn't built on display. It was built on integrated campaigns, including initiatives to reach early adopters such as the Netflix Prize. Last year Netflix expanded into the UK and Ireland. Their advertising campaigns were again integrated, and included TV advertising.
The MOS certification for Shine in life and Access are probably prized in many occupations.
CeMAP training offered that will help students would comprise
3 parts related to exam.
Feel free to visit my web-site kancelaria adwokacka łódź
This is not at all desired and one can take steps to escape this mess.
Welding on closed containers, such as tanks, drums, or pipes, can cause all of to blow
up.
Here is my web page ... adwokat łódź
Excellent blog you have here.. It's difficult to find high-quality writing like yours nowadays. I honestly appreciate people like you! Take care!!
My web blog: passwords
However, it's in most cases less expensive as opposed to what lodging in expensive hotels. These exotic plantations make for an unequivocable retreat in Kerala.
my web page adwokat warszawa
So, at first select the location, where you prefer
to stay. All of this is arguably your own much better tack of
enjoying the place with your new family or colleagues.
my blog - adwokat warszawa
So, at first select the location, where you prefer
to stay. All of this is arguably your own much better tack of enjoying the place
with your new family or colleagues.
Have a look at my web page adwokat warszawa
Thank you, I've recently been searching for information about this topic for a while and yours is the greatest I've found out so far.
However, what about the bottom line? Are you sure concerning the supply?
Also visit my web site supra vaiders
If you are successful at corrode prevention, you can be found
lucky. The girth of this material varies from tiny
foil to dense plate.
my page; adwokat warszawa
What a data of un-ambiguity and preserveness
of precious familiarity about unpredicted emotions.
My web page; penis size increase
How Can I Break Into Comedy?Yeah Yeah Yeahs tambin incluy los temas "Zero", "Skeletons", "Gold Lion", "Pin", "Maps" y "Date with the night" en un repertorio con el que logr encender los nimos del pblico y dejarlo listo para recibir los poderosos beats del do britnico Underworld, integrado por los DJsKarl Hyde y Rick Smith. [url=http://www.bestkarenmillen4u.com]karen millen uk[/url] The Sports Center includes six HydroGrid tennis courts, four bocce ball courts and a basketball court." Paul appeared on "Fox News Sunday. [url=http://louisvuittonpurse1.webnode.jp"]ルイヴィトン バッグ[/url] Les participants ont discut des mthodes pour promouvoir la tolrance comme, par exemple, reconnatre et viter les prjugs et les strotypes culturels, ne pas privilgier de manire abusive le point de vue national au dtriment des perspectives internationales et trangres et encourager les dbats sur le concept de l'autre .LIVESTRONG is a registered trademark of the LIVESTRONG Foundation. [url=http://www.findbeststraightener.co.uk]ghd outlet[/url] love to get into a position where we open for a good rockcountry band, like Miranda Lambert or Cross Canadian Ragweed.The play, which opened Saturday in a TheatreWorks production at Palo Alto's Lucie Stern Theatre, spotlights the generally overlooked contributions of women to jazz during the bebop revolution. [url=http://vuittonbagssale.webnode.jp]ヴィトン バッグ[/url] 0 contacts.Real Betis also have 47 points in seventh and play city rivals Sevilla on Friday, while Osasuna are five points above the relegation places in 15th. [url=http://ghdukstraightners.webeden.co.uk]ghdukstraightners.webeden.co.uk[/url] A une seconde prs, si cet abruti n'avait pas fait crisser et fumer ses pneus en acclrant dans la rue perpendiculaire, vitant ainsi le pauvre conducteur en face de lui, ma voiture et celle de cette personne en face ne seraient pas en bon tat l'heure actuelle.So the net cost to consumers would be $33,500.[url=http://louisvuittonpurse1.webnode.jp"]louis vuitton 財布[/url] Core (Nord).Un rapport publi mercredi par une association patronale, l'USBIC, regrettait que "la hausse des importations aux dpens des producteurs nationaux sape la reprise conomique, dj bien faible", du pays. [url=http://saclongchampsales.webnode.fr]sac longchamps[/url] Lighter ones call for lighterbodied wines;!
Somalia has a ample music tradition evolved out of Somalian
folklore. And then have to all the rock in between.
Feel free to surf to my web site organizacja wczasów
The brand was *built* through word of mouth.
But given the numbers, won't display advertising cause the bottom-line to shrink. I mean, if displays aren't bringing in the money, then companies shrink, and people get laid-off. It's still a losing proposition for them if they don't expand their operations.
So while I agree that display has it's issues, I have been involved with several high profile tests where display is proven to serve its purpose lifting results of other media. If you want clicks don't buy display, if you want serious brand tonnage, that's pretty cheap and has a pretty substantial halo effect, display is your medium.
Why would I care what Facebook's click thru rates are? Or display advertising's aggregate CTR? Thank you for the utterly meaningless factoids.
I only care what MY FB click thru rates are....
...And I don't even care that much...
....Because my campaigns are optimized for ROI.
Same with display. It's quite easy to determine if you're making or losing money, and to weigh the opportunity costs of making investments in other mediums.
Post a Comment