#14: Escaping from tv advertisement mentality

14% of all spending on advertisements in Britain is now invested in online marketing. I expect a lot of that goes on slush funds and junkets to the Maldives, but even so, that’s a hell of a lot of money. I suspect two things are driving this:

1) That more people are frustrated by the low quality of contemporary tv.
2) That advertisers are starting to get the fact that in online advertising, you don’t just fire a campaign out there: you can actually monitor the results in terms of clicks, or even £ spent, as a result.

Which leads me to today’s idea. It’s hardly an invention, more just common sense.

At the moment, whenever I reload this page (with its admittedly diverse content) the ads which our friends at Google send to my browser include:

  • one from a driving school
  • one from a hotel in Manchester
  • one from a vacuum flange manufacturer
  • one from a rental villa near Disneyland
  • one for some medical gas systems
  • one for a red consumer product ‘as seen on tv’ which is so indistinct that it’s unclear what is being sold (maybe the mystery element is supposed to provide an incentive to click?)

Today’s idea is that one way to improve online advertising effectiveness is to place less emphasis on tuning the ad. content to reflect the page content…instead, if I haven’t clicked on an ad. in say the last two or three showings, it can safely be assumed that I’m not interested…so don’t show me that ad. again: ever. This can all be arranged easily via cookies, without placing that much extra strain on anyone’s ad. server. I’d be happy to opt-in, even if a privacy obsessed minority object (do they actually ever buy anything?) Given that the current click-through rate on banner ads is only 0.39%, this must surely be worth a try.

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