measure like this because we can

It’s five minutes before I have to run into a meeting and it’s been five minutes since my last meeting so there isn’t much time to blog, but something irked me in the previously mentioned last meeting: online advertising’s focus on click-through rate as a key metric.

Sure, there are some times when click-throughs really matter as a measurement tool…for example, I just finished some banners that support the launch of a new product and have a much-more-smoothly-written click here to learn more call to action that takes consumers to a microsite where there actually is more to learn.

On this most recent project, we’re just sending people to a website because we were told to have a call to action so we hit the objective of getting a 0.0X% click-through rate because that is what is says in the brief.

Who cares that there is nothing at the destination to make it worthwhile.

What is wrong with using online banners as sort of an internet OOH?

The product isn’t really one that makes sense for some rich media techie marvel, calculating effectiveness based on interaction rates/time is out. We have nowhere to send people for anything other than maybe, maybe some lame brand information and videos. But we want to build awareness. Is the OOH model so bad?

What with the ads are served to a targeted audience, etc and so on, is the online-OOH hybrid model a bad one for building awareness?

I know that it’s cool to see results that you just can’t see for other tactics, but if they don’t fit the brief, product or project is there a reason to force fit them? I mean, is there a reason to force fit them just because they are there?

The account team is saying that is must be done because it is a client mandatory and, while that is a better reason than “we ate paint chips as a kid,” it still doesn’t do it for me.

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5 responses to “measure like this because we can

  1. Jazz hands marketing is all well and good, but at the end of the day don’t you want credit for a sale? Money in a client’s pocket and money in my pocket for the work is the win-win.

  2. I would like credit for a sale, but what is the point of writing an ad for a click-through when:
    1. The objective is awareness
    2. There is nothing on the other end of the click for the consumer (it’s too big-ticket for an e-commerce marketplace and the product website has no news or anything really interesting)
    3. There are probably more effective metrics for an awareness objective anyway

    Click-throughs make sense on certain projects, as I noted in the product launch situation, but they don’t make sense as a measurement for everything online and I think that they are overused simply because they’re easy to track.

  3. I hear you, dailybiz, but though I’ve seen wonderful banners, and helped make some pretty good ones myself, i personally don’t think banners have much use other than something to pique curiosity to click-through and view some larger and more sophisticated media, and/or purchase something. That of course does not justify being half-assed on them. You still want to be compelling and brand-worthy.

    An exception would be the banners that take over your screen, or three banners on one page that interact with each other, or something like that. I’m assuming your project is not like that?

    I think it’s nice we have low-cost things like small banners to get our “ROI” mojo on, so we can justify constructing more elaborate and compelling online elements to drive people to.

  4. Click through rates are half (or less than) the battle when it comes to online advertising. Obviously, a lot of branding is done online that is much harder to measure.

    But the real question shouldn’t be what the CTR is, it should be, “what causes someone to click to the product site?” and “What causes someone to want to know more?”

    The effect of banners has all but worn off online. So how do you get someone curious enough to click to the client, to drive traffic, to drive sales? Obvious answer: you pique their curiosity. I’d argue that you can’t do that with advertising. You can do it with narrative, storytelling, media, entertainment, service. In the post-advertising age, brands that tell the best stories win.

  5. Pingback: Recent Links Tagged With "onlinead" - JabberTags

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