07 March 2011

How do we get them there?

Just a friendly reminder:

imageIn-Banner Video Sees Slip in View-to-Completion Rates
Among fully viewed ads, completion rates were down 9.5 percentage points, or 19.9% lower than 2008–2009. This data includes various ad formats, such as expandable and floating units.

… As video becomes a more common element of the online experience, viewers are likely becoming more desensitized to the presence of video ads.

Pair this with a piece from January:

imageReport: Facebook Ad Performance Is Abysmal
-Mike Shields
Average click-through rate was 0.051 percent in 2010 … The worst performing ad category on Facebook, per Webtrends, was healthcare, which generated 0.011 percent click-through rates and an average cost-per-click of $1.27.

I’m supposed to talk to an agency soon.  It’ll be about a financial services web site. I’ll probably say, “OK, we can talk about content all you want.  But the real question is this: How do we get them there? You can produce the greatest web site in the ethereal universe – but if no one comes …”

For the umpteenth time:

Traditional advertising will remain the premiere force for introducing people to a product or service, along with sustaining its shelf life. Television, print, radio, and billboard ads will continue to have the visceral power they’ve always had – if only for their sheer size, simplicity, and cutting-edge audio/visual qualities.

The Most Effective Marketing/Advertising Model For Reaching Baby Boomers: What is now called (silly retronym ahead) traditional advertising pushing you to an age-friendly, informative product/services web site.