Andy on Twitter

  • Leonardo da Vinci's brilliance endures 500 years after his death ,
  • Embarrassed to be an American. Thrilled to be a Kiwi. It's not complete but a start. ,
  • Peeps, looking for a great agency/freelancer in Sydney with deep skills - build campaigns, edms etc in Pardot. Help!,
  • Disagree with this... myopic digital thinking. Miss by Kraft was underinvesting in brand and in some markets sellin… ,
  • Epic morning ,
  • Stunning Queenstown ,
  • Never gets old this view. Always changing with the light and seasons. ,
  • This is a maddening feature of Spotify and one of those moments of dissatisfaction that drives switching. Postal A… ,
  • A really good read... To often I see the value of data as a defensable advantage overstated... The Empty Promise of… ,
  • Brilliant... Choir! Choir! Choir! Epic! Nights: David Byrne + NYC sing HEROES via @YouTube,
  • Good move ... Westpac turns on AI chatbot ,
  • Paul is doing a great job of unpacking marketing trends and news. Worth a read if you are a marketer ,
  • Great read. Underscores how innovation happens in fast moving innovators is so radically different that incumbents.… ,
  • When landing in LAX and getting to terminal takes the equivalent of 70% of the flying time to LAX. Really… ,
  • The quality of questions matters... Good read... ,
  • Connect

Does Online Advertising Work?

In my role as a marketer, I get to see mountains of data. Online advertising does work, but its incredibly inefficient. Chris Anderson – the TED guy – has some interesting ideas as to why it is so ineffective. It’s a must watch for any marketer. He notes:

  • the advertising value associated with one hour of an Internet user’s time is less than $.10 and one third of that goes to Google. This number is low even compared to the challenged performance of television which comes to $.25 and print which is $1.00.
  • current solutions, to impose a 15 or 30 second ad in the form of a video segment, is designed to engender frustration and even hatred, worse than pop up ads

One reason he cites is a preoccupation with reach and attention with little consideration with intensity. In other words, we do little to engage and create a relationship, instead favoring the impression or opportunity to see. And he is right.

Great ads tend to still be measured on their ability to secure attention – through creativity – rather than build a relationship through engagement. He has thoughts on how to solve this – and Aker expands on this over on his blog:

  • Become part of the community rather than transmitting to it.
  • Embrace radical openness – just like you see at TED conferences. While the conferences only touch 800 members twice a year by putting them online the talks engage more than 320 million viewers. I like his idea that firms have employees talk about their values and experiences, to let the audience inside. Tony Hsieh of Zappos.com may be a role model.
  • Recognize why people attend to stimuli and are motivated to pass it on. Within our tech communities at Dell, for people to engage they have to be motivated to showcase their knowledge and smarts. Small rewards help with that. But the real driver is the simplicity and transparency of the tools.

For me it’s less a question of whether online advertising works or not, it is a question of how efficient it is.

Speak Up — Add Your Thoughts

Connections

  • Connect
How did you connect?   [?]