The Australian Small Business Blog

Sunday, June 10, 2012

Ad of the Month - Bookmarking

When you are visiting a media website, do you get annoyed by the ads that pop up and cover the whole screen. Almost everyone closes them, although some inadvertently click on them because they can’t find the close link and are taken to a page they didn’t want to go to. So the advertiser is paying for clicks from hostile visitors. That doesn’t seem a great strategy to me.

Then there are the ads that appear on the side panels of an article. The click through rate on these is around 0.1%, so they need to be seen a 1000 times for a single click, and many more times than that to get a sale. Most people don’t click on them because they didn’t visit the page to buy anything, they came to read the content and clicking on the ad will take them away from what they were reading.

There is a new type of advertising through a business called Adkeeper. How this works is that if you are interested in the ad, you click on an icon in the corner of the ad, and you can direct it to your inbox, via your email, or via Facebook (so they don’t have your email for you peace of mind). They also promise to never paste on your Facebook wall or pass on any of your details to the advertiser which provides us some level of comfort.

The idea is that this does not take you away from the content you are reading, but enables you to get advertising content of interest sent to you to read. This is likely to mean advertisers will get a better result as this is permission not interruption marketing.

Here is a video promoting the service. My observations on clicking on one of their ads is below.

Here are my observations. Firstly, most people seeing the Adkeeper icon on an ad would have no idea what it was for, but that is a hazard for anything new and as awareness grows, this problem will resolve itself, if that is what people really want.

My second observation, perhaps more serious, is that the email went straight into my spam box. Perhaps a fatal flaw.

May Your Business Be - As You Plan It.

Over to You. What do You Think? Post Your Comments Below.

Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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