Banners get ignored - Nielsen. Use them anyway - Ars Technica.

Submitted by Sam Moore on Fri, 09/21/2007 - 15:17


Users rarely look at display advertisements on websites.
Banner Blindness: Old and New Findings (Jakob Nielsen's Alertbox)
We knew that, but this drives it home.

So should advertisers stop using them? No, because even the most marginal impression, repeated enough times, achieves a positive impression:

"...even minimal exposures can create an actual positive evaluation (for example, the conclusion that the item is not a threat). That positive affect then influences future evaluations.".


More info here.

Interactive Marketing Channels To Watch In 2007 by Brian Haven - Forrester Research

Submitted by Sam Moore on Fri, 09/21/2007 - 08:09


Top line: Email and search marketing eclipse online display ads as the most prominent elements in the interactive marketing mix, while social media — like blogs, podcasts, RSS, social networks, and online video — are strong up-and-comers. But mobile and game marketing are relatively ignored.

Among Forrester's recommendations: Start adopting now to keep up with your customers who already actively use emerging technologies. Advanced online ad targeting, RSS, and blogs provide the easiest entry points.

Ilya Vedrashko asks:
How do people come up with these numbers that in-game advertising is going to grow to $1B by 2011 if 70-80% of marketers are not even planning to go there in the next year? And 2011 is in three years.

Interactive Marketing Channels To Watch In 2007 by Brian Haven - Forrester Research

NOTE: Free registration at Forrester required to view full report.

Google Gadget Ads - Flash-based & flexible

Submitted by Sam Moore on Thu, 09/20/2007 - 18:12


Honda featured the band "Fall Out Boy" in a Google Gadget Ad, which contained several dozen videos of the band and could be added to nearly any website including iGoogle.

Google Gadget Ads


From the press release:
'Gadget ads can incorporate real-time data feeds, images, video and much more in a single creative unit and can be developed using Flash, HTML or a combination of both. Designed to act more like content than a typical ad, they run on the Google(TM) content network, competing alongside text, image and video ads for placement. They support both cost-per-click and cost-per-impression pricing models, and offer a variety of contextual, site, geographic and demographic targeting options to ensure the ads reach relevant users with precision and scale.'

"We're always looking for new ways to engage with our consumers," said John Vail, director, interactive marketing, Pepsi-Cola North America. "Google Gadget Ads allowed us to reach the right audience at the right time, with an interactive message that brought our light-hearted Sierra Mist campaign, ‘Squeeze More out of Summer,' to life."

Nokia buys Enpocket - on-device ad display enabler

Submitted by Sam Moore on Wed, 09/19/2007 - 10:10


Advertising Age - Digital - Nokia Moves Closer to Being an Ad Seller

In addition to Nokia's interesting partnership with Adobe (they had their own spotlight time on stage at the Creative Suite conference, are rolling out millions of devices enabled with Flash Light in the next few years, and are all over Device Central) - now Nokia has the workings of a real content delivery network.

Note that consumers are likely to react very negatively to this unless the advertising is highly targeted - another reason to embrace more and more customization and personalization of content. Luckily, with Nokia driving, the relationship is already there - though I'm still not sure I'll appreciate getting SPAM from my phone company.

Data Visualization inspiration

Submitted by Sam Moore on Fri, 09/07/2007 - 16:15


From Smashing Magazine.

I could spend days here... is it sadly ironic to get lost in a page of maps?

Seriously, I do get a kick out of this stuff.
I was involved in the NYC Transit maps for many years - bus maps, subway map, neighborhood maps... and I also worked on some other systems, such as Washington Metro. What I dug most about it was that we were mapping something that didn't really exist. A bus route, in particular, is an agreement to drive in a certain pattern, not an actual thing. As such, you can't photograph it.
Even in the case of a subway, where the tracks are obviously laid out, the pattern of service changes throughout the day and throughout the week (some trains don't stop in certain places on certain days, for example).

Now, how do you map that? On paper, it's a real problem, involving complex symbologies that often baffle users. In the interactive world, we have motion and time and interactive selection to add to the arsenal, but that doesn't mean that the business of figuring out how to represent stuff that can't be seen directly is any the less challenging.
Edward Tufte has great insight into this, by the way - another world I could get lost in quite easily.

So what does this have to do with marketing? Well, if your customer can't find your product, website, offer, or other critical information about you, can you make a sale? I think not. And in the current environment of information overload, the danger of getting lost increases every second.