If not the click, than what?

Remember why you’re advertising…You are not advertising for clicks…What you’re advertising for is to sell me stuff or change perception, and that’s what we need to be measuring against.
Carrie Frolich, Managing Director Digital, Mediaedge:Cia

Pubblicita' gratis..o quasi con il CPF: COST PER FEEDBACK

Qualche giorno fa Mike Maser, chief strategy officer in Digg, ha annunciato attraverso le pagine del suo blog, la nuova piattaforma pubblicitaria Digg Ads. Gli annunci pubblicitari saranno inseriti direttamente tra i contenuti presenti su Digg e postati dagli utenti e potranno esser foto, video trailer, potranno condurre a storie, recensioni di prodotti indipendenti esattamente come molti degli stessi contenuti che potete vedere su Digg ogni giorno ma ovviamente saranno marcati con chiarezza come sponsorizzati.

Sin qui niente di particolarmente nuovo... La novita' interessante e' che piu' l'annuncio sara' cliccato e meno costera' all'inserzionista. Si, avete letto bene. Se la tua pubblicita' piace, e' rilevante, ingaggia la base utenti...probabilmente verra' premiata da un maggior numero di clicks ecco, in tal caso tu inserzionista beneficerai 2 volte del successo del tuo adv: il primo perche' otterrai un CTR piu' alto e dunque maggiori accessi, il secondo perche' il vantaggio di un costo descrescente legato al gradimento potrai inserire un moltiplicatore nella formula di calcolo del ROI.

L'ho battezzato CPF: COST PER FEEDBACK, chissa' che il mercato non arrivi a denominarlo davvero cosi' ;D. Devo dire che mi sembra un modello interessante anche perche' in qualche modo "ingaggia" l'azienda in un maggior sforzo all'adattamento del contenuto pubblicitario al contesto ed al linguaggio tipico di quell'ambiente ed inoltre rende maggiormente coscienti gli investitori del valore del rispetto e della credibilita' che ogni giorno in ogni azione bisogna guadagnarsi presso l'audience.

Provocazione: cosa succederebbe se questo modello di "cost per feedback" venisse applicato agli spot Tv tramite voto con telecomando? ...sono certo che ne vedremmo delle belle ;)

Search as a form of “insurance” for investment in display advertising

Yes, that's what you can get using display advertising and search for your campaign. according to iProspect’s “Search Engine Marketing and Online Display Advertising Integration Study”, a really interesting study conducted by Forrester Research.

Relationship between search and online display is closer than many marketers might think, iProspect said, noting that internet users initially respond to online display advertising as follows:
■31% respond by directly clicking on an ad.
■27% respond by searching for the product, brand, or company by launching a search on a search engine.
■21% respond by typing the company web address into their browser and directly navigating to the website.
■9% respond by investigating the product, brand, or company through social media venues.
“The key message from this study is that online display advertising is far from dead - its 31% direct response rate confirms that,” said Robert Murray, CEO, iProspect. “However, it is interesting to see that almost as many people initially respond to display ads by performing a search as those who actually click on an ad. In essence, search becomes an alternative mechanism for internet users to respond to online display.”

you can read more about display adv redemption and CTR here

Full article here

Redemption of Online Advertising - CTR in Europe

Today Emarketer published new interesting data about Click Thorugh Rate or CTR of Online Adv Format. Since is one of the most keyword/argument thourgh users arrive on my Blog, i think useful post here something about and invite you to read more here on EMarketer

According to a study of more than 10 billion banner inquiries across Europe from ADTECH (not to be confused with ad:tech), the average click-through rate fluctuates between 0.11% and 0.19%.

ADTECH found that the size of the ad also affects the click rate. Not surprisingly, bigger is better.

A glance up at the chart reveals that the majority of clicks in the display field go to pop-ups, layers and the half-size format (234x60), with an average of 0.5% each. Video ads performed even better at an average 1.7% click rate.
I already reported here results of Research made by DoubleClick where you can find confirmation about the "size does matters" theory.

Average Click Through Rate (CTR) of display advertising

i've received an interesting research report from DoubleClick...one of the insights gives indications about average click-through rate of display advertising formats and obviously hits my attention...i'm sure many of you will find it really interesting...enjoy it and use it responsible ;D