While reading on the DDoS attack on Twitter yesterday, I landed upon a page at cnet. The first thing that I noticed while there, is not the article or its heading, but this ad of Olympus. I later realized that this was a regular TVCs adapted for online! Hence the YouTube link below and not the original ad.
An attractive looking lady in slow motion plus one of my favorite hobbies, photography. It was catchy! I clicked on it to find out what PEN was all about only to land at this really stupid page. It just had a product shot and didn't tell me what PEN was. Which was on the last frame of the ad and the reason why I clicked. Didn't have any inclination to explore further and Olympus lost a little more money on this ad (either for the impression or the click).
I am sure that Olympus would be checking how this ad performed but what was interesting was the CBS feedback page on this ad. It set me thinking on how much research goes on, on online marketing & banners anyway. Firstly, what advertisers think is effective might itself be incorrect (difference of opinion between advertisers and audiences on ad effectiveness). Also, my take is that advertising measures for online ads need to be a lot more different from conventional media considering what consumers think of online ads (chart 2 below). And the fact that consumers are very frustrated by many of today’s popular types of internet ads. The feedback being sought by CBS was very much like for an TV ad. It reminded me of an article on number of marketers testing an email campaign.
A few charts below courtesy marketing charts.
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