I haven't seen online ads since about 1995, when HotWired first
pioneered annoying, animated banners that detracted from the content.
Initially I was using hacks like hosts files and the like, then I
started using Craig's Squid-based
blocker until these days I use a combination of Adblock Plus, Filterset.G and some Greasemonkey scripts to block
some of the more annoying inline ads. Any time an ad gets around
these filters, I quickly squish it because I've got used to viewing
content without distracting, annoying crap flashing near what
I'm trying to read.
Now I'm on the other side of the fence, and we're advertising
through some of these ad networks and I've had to test view some of
it. First of all, I'm staggered at how intrusive they've
become. On some sites like NineMSN, they overlay animations over the
actual content! Unbelievable and I'm amazed anyone uses sites that do
that kind of thing. Mainstream sites still even use pop-ups and
pop-under crap?!?!? I can't believe audiences don't go out of their
way to work out how to block all this.
It's quite remarkable how useless the ads are in delivering a
valuable audience. I guess it's not particularly surprising. If
you're reading about the cyclone relief effort in Burma, you're hardly
going to click on an advert for, say, a car. It's a drive-by
impression, with similar brand-building impact to a billboard or a
display ad in a newspaper.
What's more, the publishers don't help themselves by even further
devaluing their impressions. Fairfax sites reload every five minutes,
so if someone walks away from their computer, it happily counts
impressions with nobody home to see it. That makes me very suspicious
of their impression counts. I can't believe the publishers could be so
stupid. Google changed the nature of this business by delivering
benefits for everyone: advertisers and advertisees, which is why
they're make kongbucks. Seems the dead tree purveyors, and those
apeing them, haven't worked that out.
So apart from a very cheap (and it would want to be, given the
publishers' efforts to devalue the product) brand building exercise, I
don't really see the point of display advertising on content sites.
It's generally not that relevant, not particularly targetted, and
doesn't deliver.
Search engine marketing, however, is gold. I don't filter out ads
next to Google searches because they're often actually what I want!
If you type in "Marrickville plumber", the ads actually show better
results for local plumbers than the search engine results. Everyone
wins! If someone clicks on your ad, they're actually very likely to
be wanting what you're selling. But it seems the publishers don't
understand that to be successful, they need to find a way to make
their advertisers successful.
Finally, we're seeing some rather nasty behaviour. The ad network
we're using is reporting about 30% more clickthroughs (as recorded by
the publishers) than we're seeing actually arrive at the landing
page. They claim this is a fairly normal rate. What's going on here?
Click fraud?