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News From Audio Graphics:
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Advertising: Reaching Out from the Clutter |
The volume of advertising coming from traditional media began increasing in the early 1990s. By the start of this century, advertising's ratio-to-content was far too high. Now that we have the internet it seems that there is no way to avoid being hit with an advertisement, short of paying subscription fees for everything.
To the consumer, advertising has become nothing more than interruptions, delivered one unit at a time. There's very little advertising that's relevant, which is why it has gotten so much louder and bolder; shock draws attention in hopes of making a connection.
The advertising industry calls what it sells to clients an impression. It's one chance at getting a message to a consumer, and until recently, media buyers had limited choice on where they bought an impression.
As an advertiser I no longer choose from only a few media outlets. I am not confined to placing ads in the radio industry, print, or television. I also no longer rely on each medium telling me how many people it has in its audience. Advertising online, my software lets me know.
Today there are dozens of outlets on my short list. All are online; all are accountable with analytics and metrics.
I've not gravitated towards internet advertising to escape the clutter. It's everywhere, remember? The reason my advertising dollars are now going online is that I can count each ad that's delivered in near real time, and match that with what's rung up at the checkout.
Web sites carrying content of specific interest to my consumers are everywhere. With a couple lines of code placed on selected sites, I can get a complete picture of impressions delivered and the response. A carefully constructed spreadsheet does all the math.
Keyword ad buying (so I can place my products in front of consumers when they are looking for information or they're ready to buy) is really gaining traction. Buying keywords tracks my money from ad buy to purchase. Underperforming ads are replaced. Those showing promise are upgraded. The numbers show when an adjustment is right or wrong.
We're at the start of an economic downturn in the United States, with the effects being felt worldwide. A down economy makes me justify expenses with increased scrutiny. What works is no longer left up to a hunch - not on the internet, not when the numbers are placed on a spreadsheet and a campaign is tracked.
As the media continues to saturate the public with advertising, using analytics and metrics becomes more important with each ad buy. Be it online, print, television, or the radio industry, advertising has become accountable for delivering response - in part because of the advertising clutter that's now pervasive in all media.
As traditional media moves online and it heavily counts on these new impressions to save sinking revenue, everyone is becomimg aware that it is no longer good enough to only "reach the consumer." Advertisers increasingly want to know how many of those impressions cause consumers to reach back out of the clutter.
To register, click "Learn Basic Internet Analytics and Metrics." Limited Seating
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