Comments on: Who clicks on Ads? http://www.openparenthesis.org/2007/12/10/who-clicks-on-ad Because these are the early days of a long revolution . . . Fri, 03 Feb 2012 06:07:44 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: mgh http://www.openparenthesis.org/2007/12/10/who-clicks-on-ad#comment-312864 mgh Fri, 14 Dec 2007 15:34:48 +0000 http://www.openparenthesis.org/2007/12/10/who-clicks-on-ad#comment-312864 my limited experience with media buyers at several of the top agencies tells me that the much needed innovation in this industry is not going to come from the existing supply chain. brand marketers and their media buying counterparts within the agencies are held captive by the cpm. innovation will come from new media entrepreneurs and the quants. there are lots of exciting new models out there and hopefully the adoption cycles are shorter than previous internet cycles, but there’re out there. my limited experience with media buyers at several of the top agencies tells me that the much needed innovation in this industry is not going to come from the existing supply chain. brand marketers and their media buying counterparts within the agencies are held captive by the cpm. innovation will come from new media entrepreneurs and the quants. there are lots of exciting new models out there and hopefully the adoption cycles are shorter than previous internet cycles, but there’re out there.

]]> By: links for 2007-12-13 at Alan Vonlanthen’s blog http://www.openparenthesis.org/2007/12/10/who-clicks-on-ad#comment-312009 links for 2007-12-13 at Alan Vonlanthen’s blog Thu, 13 Dec 2007 23:39:04 +0000 http://www.openparenthesis.org/2007/12/10/who-clicks-on-ad#comment-312009 [...] Open Parenthesis » Who clicks on Ads? (tags: ads research) [...] [...] Open Parenthesis » Who clicks on Ads? (tags: ads research) [...]

]]> By: Sal Darji http://www.openparenthesis.org/2007/12/10/who-clicks-on-ad#comment-310380 Sal Darji Wed, 12 Dec 2007 20:16:44 +0000 http://www.openparenthesis.org/2007/12/10/who-clicks-on-ad#comment-310380 These are all really good questions. I'm thinking about my browsing habits, and I can think of two instances where I follow an advertising link. The first is when I click on paid results for a Google search. In that instance, the match has to be very close to what I am searching for. And secondly is when I see a print/tv ad with a URL and the advertising has me sufficiently interested. Also, I usually don't remember the link unless I have a computer nearby, so that is a pre-condition. My speculation is that the entire interactive ad industry has to change to be more effective. I believe we will go through a period where the quants will do more data mining and analysis of interactive numbers. I think the following phase will be a mutation of the industry to be more effective. I think we will discover new marketing techniques that dovetail better with consumption habits, and new industries will be born. These are all really good questions. I’m thinking about my browsing habits, and I can think of two instances where I follow an advertising link.

The first is when I click on paid results for a Google search. In that instance, the match has to be very close to what I am searching for. And secondly is when I see a print/tv ad with a URL and the advertising has me sufficiently interested. Also, I usually don’t remember the link unless I have a computer nearby, so that is a pre-condition.

My speculation is that the entire interactive ad industry has to change to be more effective. I believe we will go through a period where the quants will do more data mining and analysis of interactive numbers. I think the following phase will be a mutation of the industry to be more effective. I think we will discover new marketing techniques that dovetail better with consumption habits, and new industries will be born.

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