What we keep forgetting…it’s about the eyes.

6 02 2013

Media both new and old have lost sight of the one basic truth to advertising.These days there are plenty of shiny new gadgets and advertising models to change. Mobile, display, content marketing, video and the list continues to grow. We create new data models to measure all of this not knowing if it really works or not, but we still try to justify it. No one bothers to ask if the numbers are real or if the data model used is even right. We trust companies with a vested interest in the market to give us out data to tell us whether or not the campaigns are working. It like trusting big tobacco to tell us whether smoking is safe or not. We continue to search for that holy grail of user intent and which model with get us to the right customer at exactly the right time to influence their buying decision. So how’s that all working out for you so far?
what-if
We have abandoned one of the truest models in search where the user actually enters what they are looking for because it has become so over run with fraud supposedly. We build better mouse traps to catch fraudulent clicks only to get smarter mice. But at the same time we are throw out the real clicks and real customers because we are worried about budgets and the affect on ROI. We track conversions to see if the campaign actually worked then claim click fraud when it doesn’t.We give no consideration to whether our site was sticky or our check out process was convenient to the user or the pricing was competitive in the marketplace. No, it has to be click fraud or bad traffic. We have budgets for in store theft (shrinkage) but yet budget nothing for click fraud or bad traffic.
Idiot Meter
Branding…what the hell is branding? Who wants to just throw a bunch of money at getting our name out? We have been over promised and under delivered! We need lower CPC’s, never mind we have data to show people are being delivered to our site, and that they went through as many as a dozen filters to track everything from browser to mouse movement and referring URL’s.We want buyers only (aka conversions) and real users with their credit cards in hand and we want to acquire them for under a half of a penny per click.
We want thousands of them ….no wait millions of them per day but not too many per hour. We want a balanced load of traffic because that is REAL traffic.
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CAn anyone hear how absurd this has gotten? Oh and don’t forget only Google has real traffic with real users! Really? HAs it really come to this? Has everyone in marketing forgotten how to market 101? It is ABOUT THE EYES!!!!!! It always has been and always will be about how many times a customer sees your name and trusts your brand. User experience once on your site is part two. If you have cheap prices and great products users will still abandon if your market basket makes it impossible to checkout or if you require a birth certificate and proof of residency to buy something.

New Media is not rocket science. It is large numbers. This is why Super Bowl ads are still so expensive. You could have the two worst teams in the, but if enough people are tuning in the ads would still be millions of dollars. Anyone track the data and return on a Super Bowl ad? What’s that….I can’t hear you? If we are smart we will go back to search, CPM and CPC and require it on all the new outlets. Stick with what works to see higher returns and quit flocking like moths to the latest shiny things. It’s ABOUT THE EYES!!!!!!!!

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Steps Apple could take to become Super Apple and why

3 12 2012

In watching the markets and business play out there are a few things I am seeing that if looked at like a puzzle just seem like pieces that fit. My disclaimer is I am not a numbers guy by any stretch, I do not have the inside information that the guys / ladies at the top have, nor have a I done any really in depth look at anyones books. But I do know a thing or two about strategy, and I do know a little about trends and what would seem to be smart moves to either expand an opportunity or solidify a position or opportunity and weigh the scales in a companies favor. Read the rest of this entry »





Advertisers are killing the Advertising Industry

13 11 2012

We see articles every day about how difficult it is for marketers to find what works. How most really have no idea what they are doing because nothing seems to stick anymore. That media is to blame because of all the different new outlets and channels to advertise on yet all of it is so fractional and segmented based on individuals interests. Read the rest of this entry »





Cracking the local “code”.

11 09 2012

For years I have been working with companies who have tried to crack the secret of local marketing. With Smart Aim in the late 90’s it was through teaming up with the local mall and Simon Properties to get retailers to advertise merchandise and specials and promotions on out ISP (Internet Service Provider) network. It was back in the days of Dial up and was a hard sell since a Digital budget was something most had not thought of let alone set aside. But still we were able to discuss the coming need and educate retailers on what I am sure they now consider to be 101 type of information. Read the rest of this entry »





If you are a publisher or advertiser relying on Google or Yahoo or Facebook….Why?

20 06 2012

Traffic Optimization Tips for Marketing – Bryan Gissiner of Tada Search





Trust But Verify

16 05 2012

Publishers……Reagan said it and it is more true now than ever. If you are taking advertising by ANY network you need to trust but verify especially when it comes to the larger networks. Don’t not take chargebacks sitting down. Keep an eye on which advertisers are running and make it a point to contact them from time to time if you are using any service to discuss your traffic with them and see if there is an issue. Also ask the larger networks for click reports or anything that will substantiate any chargebacks coming your way. With Wall St. involved and numbers and expectations to meet chargebacks have become a way to help ease the pain of smaller and smaller keyword bids and shrinking budgets in some cases. So while it may be the typical reaction to think they won’t fudge the numbers just a little, even if they do provide the analytics or other data, always verify the numbers with the advertisers and keep a periodic check on whether or not those supposed complaints about traffic are real.

They may be large and it may not be easy to fight back but it can be done. talking to the advertisers directly or via e-mail if you can and then presenting this to the ad network often times will help recoup some of the lost chargebacks and should be done periodically to verify the numbers you are being given. It is sad but fraud does work both ways these days. 





Back to Basics Part 2

16 05 2012

We have looked at advertising, we have discussed data and we have also looked at the two types of data that are commonly compared.

When digital advertising came along it came as the wild wild west. No one was sure how it would all work or if it would work. After the first Web “bubble” advertisers learned fear. All the money they had spent advertising with huge companies had not helped to sustain these companies. So where do they turn now and how do they get numbers they can use? In came the digital marketers. CPC came along so that advertisers didn’t have to spend huge chunks of money on advertising just to have their brand displayed.Now they only paid if someone actually clicked on their ad and visited their site. Unlike TV and Billboards the viewers could actually be counted and quantified. Advertisers now had actual numbers to shove into the face of CEO’s and board members when questioned about ROI and viewers. Soon the questions turned to “Are these real visitors?”, “How can we tell if they are real or bot?” as fraudsters, incentivized clicking and clicks by competitors entered the picture. Soon we began building filters to track mouse movement, look at valid user agent information, analyze screen sizes, catch rejected cookies, look for hidden links or redirects, make sure the javascript information is passing the visitor correctly all in an attempt to build a better mouse trap to catch an ever evolving fraud mouse. Advertisers still only want to pay for “real clicks” and “real visitors”. Never mind their sites may not be able to hold the attention of a gnat, or market baskets may be failing and customers are bailing on order that way, or that the prices for what they are selling are out of line with the competition or any other number of factors that come into play when dealing with site stickiness and consumer intent or that they had for decades before paid millions of dollars for a SUper Bowl ad that only caught the attention of the dog while the actual viewer was in the restroom or getting a snack or on the billboard who’s print was too small or on a highway next to a tree where the branches blocked the actual ad from view.  Digital had promised real, targeted viewers that would also deliver all kinds of personal data, geography data, time of day data, type of device data, mouse click data, size of screen data, first or second screen data, you name it….by GOD this was SCIENCE!……….or is it?

THIS is where we lost our way. Digital networks and sites began to over promise and under deliver. Fraud got in the way as it always does and now we not only block a lot of the bad clicks but we have made it next to impossible for the actual consumer to get through to complete a transaction due to all the security filters in place. So we are close to throwing the baby out with the bath water.

Also there is now fraud on the other side. There are HUGE ad serving / search companies who are now using “Advertiser chargebacks” (amounts advertisers withhold from their payments due to fraud they claim to have captured in their data) to help them meet or beat Wall St. revenue expectations. They do this by claiming the advertiser never paid them for a certain amount of views or clicks due to fraud even though the advertiser made no such claim. They can do this because the probability of the publisher going back to the advertiser to see if there was a problem with the traffic is low AND because some of the ad serving companies have gotten so big that most just assume fighting the issue is a waste of time.

So how do we get back to the golden age of digital advertising? First lets ask, can we really deliver more than broadcast media who’s numbers are more like throwing lawn darts. Close but not there for complete accuracy. That answer would be yes. Even with fraud and consumer privacy factors you still have numbers that will give you the basics such as geo location, previous browsing history if the cookies are still in tact, or even direct intent in the case of search. You can even make assumptions based on the user agent data such as income. All are something broadcast can only come close to but not offer the accuracy of digital.

Advertisers need to realize that as in retail advertising budgets should include fraud. No matter how many better mousetraps are built there will always be a better mouse waiting to be released. Also they will never be able to provide the “holy grail” or user intent. That all knowing answer delivered in a bow for advertisers to jump on knowing exactly why the consumer was there and if they intend to purchase. Advertising will always be a combination of guessing and basic data protected by consumer privacy and mixed with a bit of fraud to send you off the trail.

So lets get back to basics. Take the data we are getting and remember it still is a numbers game and is all about quality of the product, stickiness and ease of use of the site and lastly intent of the consumer. Draw a triangle and remember you can only have two of the three Volume, Great offerings, Consumer Intent.