From AdAge: 72% of prospective iPod users will watch a 30-second commercial if the sponsor picks up the $1.99 fee for the download, according to a study by Frank N. Magid Associates. After the initial PR glow fades, though, will advertisers continue to pay $1990 CPMs?!
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Jeff Jarvis at BuzzMachine rants beautifully about the disconnect between big advertisers & the consumers they want to reach:
“The public is valuing new media much more than the old, but the advertisers still value the old. Most every newspaper and in many cases TV networks and magazines have much larger audiences online, but the revenue for their old media properties remains much higher because the advertisers and agencies still value the old and the safe. They want metrics. They want control. They want guarantees. This, in turn, makes big publishers and producers play it safe because they donâ€™t want to mess with the cash cow. And that means that advertisers miss the opportunity to reach a larger, younger, smarter audience in the new medium, which is â€” supposedly â€” what theyâ€™re dying to do. And that means that big media companies now face competition from a thousand Rocketbooms and a million Gawkers. That allows a TRM [the winning bidder on Rocketboom's first ad auction] to come along and snatch away an opportunity from the big, lumbering giants. That is why small is the new big. Small be nimble, small be quick, small jumped over the conglomerates.”
What he said!
Today’s Washington Post discusses blog comments as an unfiltered early warning system for consumer trends:
“The comments are particularly valuable for measuring customer sentiment because they’re gut-level and spontaneous. ‘Internet word of mouth is extremely important,’ said Steve Rubel, a marketing expert and senior vice president at Edelman public relations. ‘You see what the most vocal consumers have to say about you and about your competitors — and they’re saying it without necessarily knowing you’re watching them.’”
BuzzMetrics scoured user comments on behalf of ConAgra & tipped them off to the end of the low-carb diet phenomenon. That’s over?! Boy, what a relief.
Digg & TechCrunch have been on a tear. Boing Boing’s been no slouch either, given the size they’d already achieved by a year ago.
One ad campaign on Boing Boing right now (using 125×125 GIF creative) is hovering around a 1% click-through rate. That’s is between 10 and 20 TIMES the average CTR for advertisers in that position, and, according to some media-buyer friends, perhaps 20 to 100x the industry average.
So it got me thinking: If we’re all as good at tuning out ads as we say we are, how could one advertiser see such vastly superior click-through results? Sure, this campaign features attractive, scantily-clad female models, but how would we know that?
I wonder if ad banners are making an impression after all.