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May 27, 2008
Online advertising: the reality, not the dream
Quite a useful article over at Mashable on the 'economics of new media' where Mark Hopkins aggregates some critiques of online advertising and then promptly debunks the generalisations made in those critiques. I tend to agree with Hopkins; 'old media' style advertising does, in fact, work rather well online. That is, it does attract a high level of interactivity with site content, and it does in fact extend the amount of time people stay on sites. Now whether that really counts as 'working' is probably debatable; there's no correllation between exposure to advertising and actual purchasing habits, but there again there has never been much of a correlation between measurable audience size, eyeballs and intention to purchase, and actual buyer behaviour anyway, so that doesn't really count. What does count is that a fragmented series of content channels in modern media mean that the number of eyeballs accessing content is more distributed, but the costs of creating that media are about the same as they always were... and if rich media, 'old media-style' advertising is what pays for the production costs of a content channel, then I for one, won't shy away from that as a funding mechanism.
Posted by jj at May 27, 2008 8:45 AM
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The online advertising is very effective now a day Because it can be measured. Because the person paying for the ads can be presented with numbers that look big - doesn't quite matter what the numbers are, mind you, just that they're numbers. And they're big.
Posted by: panerdante at June 2, 2008 10:22 PM
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