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I'm astonished at the low CTRs the "big" advertisers are satisfied with. Most of the direct-response people I know (including me, although I'm a comparative nov

I'm astonished at the low CTRs the "big" advertisers are satisfied with. Most of the direct-response people I know (including me, although I'm a comparative novice) tend to junk anything getting below 0.1% clickthrough rate out of hand, and aim for .2% - .5% or higher.

bgilroy26 14y ago
I remember reading in passing something about companies being able to do funny tax stuff with their advertising budget. Maybe that is the motivation?
- kposehn 14y ago
  It wouldn't surprise me.
  - bgilroy26 14y ago
    I guess it doesn't count as "funny stuff", but all advertising expenses are tax deductible. http://www.irs.gov/publications/p535/ch11.html http://www.irs.gov/publications/p535/ch11.html [ctrl-F "advertising expenses"]
kposehn 14y ago
Agreed. Bigger brands aren't as focused on clicks as they have agencies that push "branding" Branding is sexy because the metrics you are held to are (often) fairly loosely defined and illusory.
brandnewlow 14y ago
A lot of the entire adtech world is based on the idea that these giant brands are spending more and more on online ads, and spending it rather indiscriminately. So if you can make a product that's JUUUUST good enough to get into use at some of the big ad agencies and to get onto the media planning budgets of massive brands, you're golden. In the DR (direct response) world, also affiliate marketing and so forth, the advertisers are only buying ads in so far as they generate sales/signups/whatever. More and more brands are jumping on the "our ads have to actually produce results" bandwagon, but most of the brand advertising you see out on the web is not held accountable in ways you'd expect.
hammock 14y ago
The "big" advertisers are usually more focused on what is called branding - metrics like brand awareness, ad awareness, brand favorability, purchase intent - as opposed to direct response metrics like click-through rate and conversion rate. In fact many of the brand advertisers don't even sell products through their websites.

bgilroy26 14y ago

I remember reading in passing something about companies being able to do funny tax stuff with their advertising budget. Maybe that is the motivation?

kposehn 14y ago
It wouldn't surprise me.
- bgilroy26 14y ago
  I guess it doesn't count as "funny stuff", but all advertising expenses are tax deductible. http://www.irs.gov/publications/p535/ch11.html http://www.irs.gov/publications/p535/ch11.html [ctrl-F "advertising expenses"]

kposehn 14y ago

Agreed. Bigger brands aren't as focused on clicks as they have agencies that push "branding" Branding is sexy because the metrics you are held to are (often) fairly loosely defined and illusory.

brandnewlow 14y ago

A lot of the entire adtech world is based on the idea that these giant brands are spending more and more on online ads, and spending it rather indiscriminately. So if you can make a product that's JUUUUST good enough to get into use at some of the big ad agencies and to get onto the media planning budgets of massive brands, you're golden. In the DR (direct response) world, also affiliate marketing and so forth, the advertisers are only buying ads in so far as they generate sales/signups/whatever. More and more brands are jumping on the "our ads have to actually produce results" bandwagon, but most of the brand advertising you see out on the web is not held accountable in ways you'd expect.

hammock 14y ago

The "big" advertisers are usually more focused on what is called branding - metrics like brand awareness, ad awareness, brand favorability, purchase intent - as opposed to direct response metrics like click-through rate and conversion rate. In fact many of the brand advertisers don't even sell products through their websites.