Ad ‘rorts’ via ‘contrived’ page impressions to be debated at Mumbrella360

weird you’d have no actual representatives from the companies that create the content …

Tim,
I’m confused – is this session really about the ‘death of online display advertising’, a sector forecast globally to outpace (in annual % growth) search over the next 4 years, growing globally from $15b to $30b, or the death of a current pricing model (cpm) for online display advertising?
They are 2 very different scenarios and the reference to (title of?) the debate as in your opening para seems misleading to me.
PF

Wow, a pretty dumb premise ‘The death of online display advertising’.

There has been pretty conclusive research which has been widely available for free from Yahoo!, Microsoft Advertising, Google, TechTarget, ATLAS, GroupM, Marin, EyeBlaster, iCrossing and scores of others for at least 5-6 years outlining the critical and interdependent relationship between various forms of media (digital and or traditional) in terms of achieving your marketing objectives and conversions.

Between 20-44% (depending on industry vertical, marketing objectives etc) of all paid search conversions have been preceded by an online display ad and yet there is almost zero performance attribution given to display and everything given to the last click (in many cases paid search).

The issue here isn’t ‘the death of online display advertising’ it is the inexperience and naivety of media commentators, marketers and many agencies which still rely on the ‘CTR – click through rate’ to measure the performance of online display advertising and usually attribute everything to the last click. Further, buying online display advertising based on CPM’s is also an outdated and non-sensical way of buying display advertising because once again we are using old world KPI’s to measure new world media. My peers and I stopped using CTR as a performance measure for online display ads around 4 years ago.

Digital marketing and critically digital media and advertising is all about weighted attribution but usually there are too many vested interests for one form of media vs another and a lack of analytics experience to get any decent commentary on this issue in Australia.

The irony is also not lost on me that there are no ‘advertisers’ or publishers in this debate when it is their money and their content respectively!

@ Martin Walsh – nicely put but on what basis are you buying media with most publishers if not by CPM?

And what metrics have you and your peers been using for the past 4 years to measure the effectiveness of your online display ads?

The very same and gifted Nic Hodges arguing FOR online display:

http://nichodges.com/wordpress.....banner-ad/

http://labs.mediacom.com/wp-co.....1-2012.pdf

I’m sure it will be an entertaining debate – maybe Nic’s had an epiphany!

Branding online has had a tough run since the desire to shift traditional budgets caught buyers in a performance based purchasing model quantifying success based on a click, event, acquisition etc. Throw in reach and frequency and innovation has been stifled by old traditional buying methods.

A model priced on attention has been around for a number of years = Cost Per Engagement. Invite and engage audiences with your brand message and only pay when they have qualified themselves and initiated a more immersive experience with the brand message – then track away … content consumed, interactivity, socialisation, downloads and more. Brand tracking on top of this and we’ll see less articles like “Sorry Internet Television still getting the last laugh” being written.

http://www.mediapost.com/publi.....ast-l.html