Online advertising causes expensive drooling in executive suites.
It’s impossible to ignore the movements of the corporate herd when so many giant names jump into the online advertising world with so many dollars — and all at once. When I see momentous expansions like this I try to translate it to my own experiences as a consumer so I can compare what these players see in online advertising that I, as a consumer, don’t. I have a question for readers at the end, if you want to skip my ramblings.
Going straight to the bottom line, I can’t say that I’ve ever made a purchase directly from an online ad that was pushed to me. I’ve not clicked the monkey. I haven’t been moved to refinance by seeing flash silhouettes dancing. And almost all unsolicited audio or video generates in me a panicked reflex to make it stop. Regenerating popups, ads the creep over and obscure the content I’m trying to read, flashing animations, these tactics build in me a mild sense of resentment for the brand causing the interruption, and I’m going to assume that’s a common reaction.
And yet, I’ve bought plenty of things online, including a used car from an Ebay seller in New Jersey, a vehicle that smelled for years like Jeri curl ( a composer friend of mine identified the odor) but was otherwise a fine value. Like the car, all my purchases were the result of pull by the product itself or its marketing (including reputation via user reviews) after I’d decided that I was in the market.
None of this is to say that I think online advertising is necessarily overrated. Even for a hard case like me, well-executed online advertising can put even cynical souls on a path to purchase, raise awareness or perception of a brand, impart a a beneficial tonality, build credibility, and even generate virtual conversation.
And the targeting, by geography, IP, any demographic or psychographic you can think of — well, that’s always a magical thing. Whether you’re advertising or creating artistic content, there’s no substitute for knowing your audience. And while some of us might think of “online” advertising as the stuff we encounter surfing, it will clearly be bigger than that with IPTV, mobile, games and whatever other media are on the horizon.
But my question is this: How many times have you made a purchase as the direct result of an online ad?
4 comments
In answer to your question, Never. And yet, if you take groceries out of the equation, I do *at least* 50% of all my shopping online. So I certainly take the point of your posting and inquiry. I’d like to toss out a suggestion while we’re on this topic: since a number of Beanstalk readers are marketing and communications professionals, and no doubt a goodly number of AG clients who are actively trying to market their products and services, why not use this space as bit of an open forum on trying to solve these sorts of issues and problems? The whole Open Source mentality of “every bug is shallow if you put enough eyes on it” might really be helpful here and stimulate a bit of an AG community.What say ye?
PS: Your paragraph about how your react to online advertising was a delight to read.
Eric — Oh, I’d enjoy drifiting into a discussion of push versus pull, of what engages and what’s ignored or worse. Interestingly, some of the things I’d like to know are being gathered through data collected by means that are beginning to worry people. But I have no problem asking the question about online ad response here because, well, I’m asking.
How in the hell did you get my picture you *&%$#!@!?
To answer your question, Fred, I have never purchased anything as a result of an online ad to my knowledge. I think my attitude about online purchases reflects my general attitude about the internet.
I think of the Internet as a tool….a way for me to get things and information that I need and want in the most efficient way possible. I buy tons of stuff online, but only because it’s easier for me. In car terms, the Internet is a Jeep…utilitarian…for gettin’ around. (As a matter of fact, I bought my car online. I did this so I would not have to hang out at a dealership and have people push bitter coffee and stale donuts on me in an attempt to distract me from the fact they are trying to rip me off.)
Many more, I think, consider the Internet a source of sage advice, friends, games, cool special effects and the latest and greatest technology. In car terms….the Internet is a red convertible….fun…for adventure!
I am no expert, but I think someone with that second philosophy would be more likely to react to online “push” advertising. They have a curiousity about what’s new or have an attraction for cool sites and flashy ads. They go into a surf session (do the kids still call it surfing?) with an open mind. They are looking for something new….and lo and behold…the ad is available!
So the challenge I would think is….how does a company engage the Jeep people?
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