MIT’s Technology Review (via adverlab) says that people unconsciously remember banner ad content, even if they don’t interact with the ad. If I told my clients that these impressions mean equal to or more than performance, they’d fire my ass no matter what all these articles say. You can’t calculate ROI on impressions without some serious assumptions, which means impressions are all fine and dandy but hard results are what counts.
Our shop’s been alternating between EyeWonder and one of their competitors for a few months but I’m always impressed by the rich media campaigns they make happen. Right now they’re featuring a floating video ad on their site for Adidas they did with Nitro Group. Very nicely done. But what’s more impressive is the metrics: average time viewed, 23.17 seconds and a CTR high of 5.74 (which is outstanding).
Check out the impressions you can get from running an ad on Perez Hilton for a week. Over 3 times his nearest competition, The Superficial. Too bad none of my clients would touch that site with a ten foot pole, because it really is a total deal!
(courtesy of BlogAds)
I really, really don’t know what to say about this banner ad (below) I saw on FitSugar tonight (I love the whole TeamSugar thing, regardless) for a company called the Lord’s Gym. At first, I thought it was a joke, but then I clicked on it and realized…well, I realized there are some people out there who are very….different. As far as the creative goes, scaring people with bizarre images does not induce qualified click traffic. I wonder how many impressions the gym bought on the network and if we’ll all be seeing the ads everywhere soon. What do you think? I really want to make an off color joke about this ad….it’s too easy!
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