tag:blogger.com,1999:blog-5249997465016074955.post2032383566603793652..comments2023-12-23T21:59:20.634-08:00Comments on The Ad Contrarian: Dead Air More Effective Than Facebook AdsBOB HOFFMANhttp://www.blogger.com/profile/05158827977385952634noreply@blogger.comBlogger15125tag:blogger.com,1999:blog-5249997465016074955.post-67989055696280638442012-08-14T05:46:10.328-07:002012-08-14T05:46:10.328-07:00If we're seriously discussing how attractive a...If we're seriously discussing how attractive and interesting a blank space is, civilisation is doomed.The Honourable Husbandhttp://deutschlanduberelvis.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-18120377586844895812012-07-31T20:05:24.305-07:002012-07-31T20:05:24.305-07:00Brand ads simply don't require a click-through...Brand ads simply don't require a click-through, as the objective is raising awareness and should be quantified with other metrics such as hovering, eye-tracking, and purchase intent. Joel Amigo Hauerhttp://www.facebook.com/guyinbondinoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-50408050184599472892012-07-26T03:11:19.886-07:002012-07-26T03:11:19.886-07:00This experiment should have been done by comparing...This experiment should have been done by comparing targeted ads to random ads, rather than a blank ad, which as others have pointed out is in itself interesting due to its novelty.Markus Spatznoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-53960077411991093822012-07-25T04:05:40.283-07:002012-07-25T04:05:40.283-07:00Forget the exact maths (yes we have an s) - some p...Forget the exact maths (yes we have an s) - some people see digital ads and some of those people (o.05 to 0.09%) click it, of those people up to 44% made a mistake. <br /><br />As noted the clicks are paid for.<br /><br />Ben - I think you'll struggle to convince many people that an on-line ad caused someone to buy a motor or of all things a roofer, you have to be kidding me. <br /><br />Sign up for a free packet of chewing gum seems much more likely, which cost the advertiser $100 to give away a packet. Jimnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-30850995058378164942012-07-24T10:46:09.543-07:002012-07-24T10:46:09.543-07:00OK.... accidental clicks are 4 in 10,000 and an ef...OK.... accidental clicks are 4 in 10,000 and an effective brand display ad is 8 in 10,000 clicks<br /><br />So, 50% of Display Advertising really is wasted... and we still don't know which 50%Eric Mathewsonnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-54867141735114929042012-07-24T09:52:20.510-07:002012-07-24T09:52:20.510-07:00Thanks Ben. Buy the book, then we'll talk.Thanks Ben. Buy the book, then we'll talk.Bob Hoffmannoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-47251749512808644172012-07-24T09:36:59.872-07:002012-07-24T09:36:59.872-07:00I agree that a high portion of banner clicks are m...I agree that a high portion of banner clicks are mistakes. But as I've said before, advertising is a game of what you catch, not what you spill.<br /><br />1. Facebook ads are purchased on a cost per click, so CTRs don't matter one whit. If 0.01% of users click on the ad, we only pay if they click. Bids on Facebook are about $2 per click. So the question is, what happens after you pay $2 to get one user to click on the ad?<br /><br />2. If conversion rates are even modest, say 2%, a $2 cost per click on Facebook at 2% conversion to sale = a $100 cost per sale. This doesn't work for selling chewing gum, but for many products, say, a college MBA program, home roofing, or a new car, a $100 cost per customer acquisition is a bargain.<br /><br />3. While most impressions are ignored, there's also value in the advertising itself. I'm not clicking on your book for "The Ad Contrarian" at above right, but I'm intrigued, and I may chase it down later. We've done pre- and post-exposure studies to consumers that show that after being exposed to digital advertising, intent to purchase a product rises 24%.<br /><br />Banner blindess is a huge issue, and marketers are fighting it with testing either performance-based buys (cost per click, cost per action) or high-impact units (that break out like, say, magazine ads and are seen by more people).<br /><br />Yes, digital advertising has huge waste. So does all advertising. That's what makes making it work so challenging.Ben Kunzhttp://twitter.com/benkunznoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-13894520905180597442012-07-24T08:41:51.061-07:002012-07-24T08:41:51.061-07:00Sadly though, not as edgy or weird as contextual a...Sadly though, not as edgy or weird as contextual advertising, TomGeoff Williamsnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-21328247733659909552012-07-24T08:23:00.203-07:002012-07-24T08:23:00.203-07:00I agree. Blank ads are different because they are ...I agree. Blank ads are different because they are blank. Any "different" or new ads in market perform better for the first period of time they are in rotation, compared to months after they have been in rotation (depending on frequency and reach). So after a while people would hear about these blank ads - and know they are clicking through to nowhere. So performance would go down.... But after a long while: as John says, they could come across as edgy and weird. An ad that doesn't try to sell you something? <br /><br />Now THATS weirdTom Radonoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-31625641066900399512012-07-24T08:06:56.832-07:002012-07-24T08:06:56.832-07:00You're right PaulYou're right PaulTom Radonoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-86486504885852729782012-07-24T06:20:59.248-07:002012-07-24T06:20:59.248-07:00Did the orange ad beat the white ad? Just curious...Did the orange ad beat the white ad? Just curiousPaul Benjouhttp://twitter.com/PaulBenjounoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-3486054633588904822012-07-24T05:34:45.364-07:002012-07-24T05:34:45.364-07:00Well, have you seen FB ads? a 110x80 with a limite...Well, have you seen FB ads? a 110x80 with a limited 90 character copy is not something you would click on unless there is some really interesting thing displaying. Come on, you cannot be serious comparing thoseCristian Figolinoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-68522653696685215712012-07-24T04:09:27.895-07:002012-07-24T04:09:27.895-07:00On your last bullet, I think you mean that 50% of ...On your last bullet, I think you mean that 50% of the clicks were mistakes. 0.04% of people who were served the blank ads clicked by mistake.PaulGBurkenoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-26939010979867142972012-07-24T04:00:31.410-07:002012-07-24T04:00:31.410-07:00maybe im wrong but i dont think you got the point....maybe im wrong but i dont think you got the point. facebook ads are targeted using the data they collect from everyone. A blank ad is not directly targeted at anyone and if it performed equally then whats the point of wasting time and money collecting data if it really doesnt help get more clicks.Kegan DeCaulhttp://www.facebook.com/kegan.decaulnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-33588124399147706042012-07-24T00:06:15.783-07:002012-07-24T00:06:15.783-07:00An empty ad is an interesting one - it's not t...An empty ad is an interesting one - it's not the usual bland crap you get in facebook ads. Why is it blank? What's going on? Maybe it's something cool and edgy, trying to get your attention in a novel way, so you click. Better test might have been just a bland uninteresting picture of a pair of people shaking hands, with a company name. This would have had really NO possible interest, and I bet the score would have been lower...Johnnoreply@blogger.com