1. There are lots of digital ad tools that have great ROI. No one clicks on ads....until that one time they do. Critics of digital advertising like to hone in on anecdotal examples of online ads failing to support their points. This blog post is a great example of that.
2. Your second point is why Madison Avenue was so horrified by Google when they started selling ads. Tracking the performance of each individual ad was so scary they couldn't fathom it. Online ads are no worse than offline ads, we're just able to measure online ads in ways that we can't with offline.
I agree, but I don't think things always have to be that way. I know a few people working on projects to improve the measurement capabilities for some kinds of off-line advertising.
Offline ads for direct response are easily measurable with tracking numbers. Branding ads - well - I have no clue how they track any of that - but then again how do you track a CPM media buy just designed to increase brand awareness online... (note: I come from the DM world).
1. There are lots of digital ad tools that have great ROI. No one clicks on ads....until that one time they do. Critics of digital advertising like to hone in on anecdotal examples of online ads failing to support their points. This blog post is a great example of that.
2. Your second point is why Madison Avenue was so horrified by Google when they started selling ads. Tracking the performance of each individual ad was so scary they couldn't fathom it. Online ads are no worse than offline ads, we're just able to measure online ads in ways that we can't with offline.