You simply cannot make this shit up.
Just when you think the world of online advertising can't get any more absurd, the banner boys prove you wrong again.
Let's start at the beginning.
On June 13, we wrote about an article in The Wall Street Journal that reported on a study by comScore which found that 54% of display ads paid for by advertisers were never seen by a live human being.
About a month ago, a digital media company created an infographic about this finding. Not satisfied to leave bad enough alone, they decided that it required some commentary.
Here's what these people deduced:
"...higher rates of viewability drive increased action through the effect of accumulated ad-views."For those of you who speak English, what this bullshit means is that ads that are seen are more effective than ads that are not seen. How's that for a stunning insight?
Gosh, what next? Cars with wheels go faster than cars without wheels? Rats with brains are smarter than
"With a move to marketers only paying for adverts that are seen, this infographic highlights a sea change in online advertising.""Marketers only paying for adverts that are seen." Huh? What kind of fucking moron would pay for ads that are not seen? I mean, besides a CMO?
I would like to suggest that this is not a sea change. It's a see change...we'd like someone to see our fucking ads for a change.
Expecting ads to be seen is apparently a radical new "approach" in the never-never-land of online advertising.
“Brand marketers are able to use this approach to safeguard the quality of their advertising inventory, whilst performance marketers can benefit from the increased response that is triggered by more viewable advertising.”I don't even know what to say about this monumental stupidity. But here's the line that really got me:
"If an ad is in view, your audience is more likely to act upon it."No shit? You mean an ad works better if someone can see it? Well fuck me blind.
And to impress us with their "data" here's a graph that proves that visible ads get more clicks than invisible ones.
Big thanks to Christopher for sending me this link.