It's true that online ads — specifically banner ads on mass-market web destinations — are increasingly decreasing in effectiveness. Clickthrough rates have been steadily declining for years, with 2007's average clickthrough rate a precipitious 67% less than 2006.But this doesn't mean that online ads, from web banners to pay-per-click programs, should be thrown out like yesterday's news (sorry, newspapers). Smart marketers and agencies know that today, the key word in digital marketing is targeting.
According to an article in BusinessWeek, targeted digital marketing demands two things to be successful: a web media outlet that provides targeted content to its users (think search engines, social networks, special interest websites or web portals like health, travel and beauty), as well as a smart marketing campaign that targets the ad message to the audience and content (think unique promotions, special offers and customized messages). Combine the two correctly and effectively, the editors of BusinessWeek content you'll see clickthrough increases of 30% to 300%.
Advice?
Seek targeted-content media. Develop targeted-message advertising. And always always always purchase clicks, rather than impressions.
SOURCE: BusinessWeek, NOISE
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