Why Nobody Clicks Ads

Thanks Jan for sending over this article titles, “Do You Know Why Nobody Is Clicking Your Ads.”

http://www.mequoda.com/articles/web-advertising/do-you-know-why-users-arent-clicking-on-your-ads

It’s true that ad units generally decrease on interaction rates as people get used to them. The article cites a .09 percent click thru rate, but I’d say that’s being quite generous. It’s also worth noting that some ads are measured not by clicks but by recall rates (and how they improve as measured by surveys).

The piece does have some nice pointers about making ads look less junky (and, duh, relevant). The more flashy and obnoxious, the more they’re ignored. As Brad Aronson (author of Internet Advertising, Wiley) told me… The best color for an ad is the same color as the website. When an ad looks like editorial it gets more attention.

In my experience reviewing eye-tracker studies there are lots of learnings… And the vast majority of ads are “impressions” that make no impression– they literally are never seen by an eye.

The nice thing about video ads (especially mandatory preroll) is while they’re somewhat intrusive… The recall rates are generally far better.

I gotta go poop now. Bye.

How to Be Popular on Facebook

Trying to become more popular on Facebook, or promote your Facebook channel, brand or page?

This short “how-to” instructional video contains everything you need to know about having a robust, quality base of friends on Facebook and other forms of social media. It was created by the accomplished author of “The Stupidest Article on Social Media Ever” so you know it’s advice worth following.

The trick here is to be totally transparent about your intent (to make loads of friends), yet not appear desperate. Appearing desperate in social media, my friends, is a turn-off. Hold your head up high, and people will be attracted to your charisma, leadership and wisdom.

Done watching? Get your ass over to Facebook and “like” this damned page, then send a friend request to Kevin “Nalts” Nalty because there’s a friggin’ cap at 5,000.

Is Online-Video Recession Proof?

Online-video advertising is still dwarfed by television advertising. But fear not the recession, online video advocates! Fear not these gloomy photos of the depression that you’re seeing on all of the weekly magazines. And this is according to  Christine Beardsell from Digitas writes in a ClickZ article.

Here are three reasons Beardsell says online video advertising will come out ahead during an economic downturn. Parenthetically, search “recession” on Google Trends to see how freaked people are getting.

  1. No Longer Experimental. Past economic crises often led CMOs to cut back on experimental advertising, and they rely on the skills and responsibilities they’ve traditionally relied upon… as Keith Bobier, senior director of marketing at Unilever, put it: “We are not pulling in the reigns at all…there is nothing experimental about this for us.” In fact, during financial struggles, aren’t the customer-centric things exactly what brands and their customers need most?
  2. Possible, Affordable Optimization: If you’re a marketing executive given the option to either make two new TV spots for the year… or create several video brand content experiences throughout the year that can guarantee measurable, detailed, optimized results and build engagement with your customer, which option would you choose? You get less for more when it comes to TV spots.
  3. Less Buying, More Conversation: While there may be a lot less money to spend when money is tight, that doesn’t necessarily mean people will spend less time engaging with your brand. In fact, frugal spending often means longer hours researching products and discussing those products with trusted friends and family. And with research and conversations now happening predominately online, brands more than ever have the opportunity to join these discussions and help customers make smart purchasing decisions.

I’d add two things. When I tighten my marketing budget, I tend to focus on squeezing down the largest spend, and not starve innovation. So as long as online-video ads provide metrics (see Daisy Whitney’s article on TubeMogul and Visible Measures) then they’re not going to be the first part of the mix that’s cut.

Getting Your Videos Seen With Search

Last week I wrote one of my more seminal posts on the convergence of paid search and video. Those who comment on my blog, of course, are rather indifferent about these vital topics and would just prefer me to stick with such topics as farts and YouTube drama.

Alas, I finally know how our summer Spanish teacher felt when our class (a motley crew of rejects that simply needed a passing grade to graduate) insisted that she play Spanish soap operas and stop trying to teach us vocabulary. For the most part, we’d just put “o” at the end of the word and it would sound sufficiently translated.

That said, I must persist and I have a ruler in my hand. You see, the percentage of video views attributed to search engines is growing rapidly. And I had forgotten sweet ReelSEO which had fallen accidentally on my iGoogle when I took it for a strict SEM blog. It has some great articles on video too. Here’s a recent piece by Michael Bunnell that has some summaries of the “Video Search Engine Optimization” session that took place in San Jose at the SES (search engine strategies) conference.

Check out the comments by Greg Markel, founder of Infuse Creative, LLC. He’s got some nice wisdom, including a remidner to have your killer link in the top of your description as the rest gets truncated. It might help that paultry view-to-click ratio (although I’d expect 1-4 percent tops anyway).

mike abundo with his sassy poseIn related news, Mike Abundo (pictured here in a sassy photo and see his blog here) writes about how marketers and creators may be able to buy YouTube text links on search results to support the SEO techniques Markel suggests.