Simon Veksner: In praise of banner ads
December 8 2014, 10:20 am | | 1 Comment
By Simon Veksner
Creative Partner, DDB Sydney
There was a bit of a hoo-ha last week, when Google announced that 56.1% of all paid-for display ads never actually appeared on anyone’s screen.
“Google admits that advertisers wasted their money on more than half of internet ads,” was the view of a typical commentator. READ MORE…
1 Comment
So we justify people not seeing banner ads by also admitting they they don’t see print ads…and that makes them OK. People don’t watch TV ads either BTW.
If media was actually measured on effectiveness rather than estimated reach, there would be some serious trouble.
Still, it’s better than the PR tactic of multiplying everything by 10.