Banner Ads: Online Advertising’s Dead End

The banner ad has been around for almost two decades now, but it has little to show for itself. Not only is it unimaginative and intrusive, but most readers blithely ignore it. Industry experts agree: the banner ad symbolizes the very worst of what online advertising can offer.

It should come as no surprise, then, that numerous studies show that the banner ad is a dead end, a black hole with no redeeming features. Just look at some of the stats.

In 2012 alone, US users were served a staggering 5.3 trillion display ads, which represented an increase of one trillion since 2009. Each month, the typical Internet user is served a neat 1,707 banner advertisements, while the 25-34-year-old set sees 2,094 such ads in the same time period. You’d think that with such high numbers, banner ads would have a massive influence on potential consumers. But that’s an erroneous assumption.



Open Letter to CFOs: Social Media is an Administrative Cost

What a difference eight years makes: St. Peter's Square in 2005 and yesterday! Within seconds of the Pope's announcement, Twitter was already trending #pope! The news spreads faster through private individuals than media outlets. The simple truth is this: mobile is the future and social media platforms such as Twitter and Facebook are the new media outlets. Social media is not an advertising or marketing expense, it is an administrative cost. How does this translate to businesses and individuals looking to connect with their audience? A growing proportion of traffic is coming from smart phones and tablets. The market is responding with 8 in 10 media buyers planning to increase their mobile advertising in the next 12 to 18 months. The challenge is to not only capture people’s attention on their mobile devices, but also to engage them on a personal level. With a growing distrust of traditional advertising, consumers are tuning out. As many as 79% of television viewers skip at least some ads by channel surfing during commercial breaks.


Facebook vs. Twitter - Who Packs a Stronger Punch?

The advantage we have with social media, especially Twitter, is the ability to openly listen to other conversations and engage with them as well as connect with individuals having similar interests. Through our research we have found many limitations to Facebook. While a great tool, it limits your ability to connect with people, unless they are on your fan page. Facebook is a good solution for large companies with large budgets, and while we find that Facebook is indeed useful, we still see Twitter as one of the very few “true” social media platforms out there -- where, essentially, you can connect with just about anyone.


Promoted Trends on Twitter Now Cost $200K

The Promoted Trends feature on Twitter has been upsized to the tune of $200,000 a day in the US. What started as an $80,000 fee in 2010, when Twitter first introduced the feature, has now more than doubled in cost.

This unique function is part of Twitter’s advertising services suite that allows a given company to buy a custom hashtag, which appears at the top of the list of currently Trending Topics. When users click on this hashtag, they see a tweet from the company at the top of the list of results. Below the top tweet, Twitter brings up user tweets about the trend in an organic manner, without any tweaking or adjustment from the buyer’s side; so the advantages of widespread publicity need to be weighed against the potential risk of bad press.


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