There's a Perfect Ad for Everyone (and an Easter Bunny Also) - Jeff Einstein

Neil Mohan Google39s VP of Display Advertising gave the keynote address earlier this month at the IAB39s Innovation Days Internet Week event quotThere39s a perfect ad for everyonequot he declared Whew that39s a relief 39cause I39ve been trying to hunt down the perfect ad for yearsIn his address Mr Mohan cited six reasons why online display advertising will change for the better with Google39s help of courseamp82301 The number of display ad impressions will decrease by 25 percent per person Mr Mohan predicts that the delivery of more relevant ads will somehow reduce the amount of clutter Despite the patent absurdity of his claim relevancy like reach is simply not determined by the ones who manipulate the ad supply Relevancy is determined exclusively by the 9992 of us who ignore the ads The only ones among us who actually believe in relevant ads are the 08 of us getting paid to sell relevant ads or relevant ad technology In truth only advertising wannabees sell relevancy No one who actually knows anything about brand reach amp8211 the only nondiscretionary line item in any big media spend amp8211 gives a rat39s ass about relevancy2 Engagement rates across all display ads will increase 50 percent Whoa Slow down there big fella A whopping 50 increase in display CTRs will put us somewhere in the 15 response neighborhood Pretty heady stuff Of course the only one who can afford to stay in business at that rate of return is someone who gets paid to burn billions of daily ad impressions someone whose opacity and brute size render any discussion of performance utterly rhetorical to begin with Someone like GoogleQuestion Why does PampampG deliver 2000000000 daily ad impressionsAnswer Because the first 1999999999 don39t get the job done3 People will have a direct say in 25 percent of the ads they see Why would we want a direct say in only 25 of the ads we see when we already have a direct say in the 9992 of the ads we ignore entirely Besides how many of us do we think will actually take the time to sit down and fill out a detailed questionnaire about ads we don39t want to see in the first place And how am I supposed to know which one of the four ads I see is the one I requested unless I watch all four This is much worse than I thought4 35 percent of campaigns will primarily use metrics beyond clicks and conversions Well I should hope so because it39s getting harder and harder to sell a 08 performance rate Even the digital rubes won39t swallow that rancid bait anymore It39s clearly time to shoot the old messenger and find a new one to shoot later But relax according to Mr Mohan new technologies will give us the opportunity to measure the enhanced engagement levels of all the ads we now avoid Applause5 25 billion ads per day will tell people why they39re seeing them According to Mr Mohan consumer notices like Ads by Google and AdChoices will become ubiquitous by 2015 Finally we39ll be able to state with absolute certainty which of the ads we already pay to ignore and avoid are officially sanctioned for us to ignore and avoid Don39t know about you but I feel better already6 Over 40 percent of online Americans will name display ads as their favorite ad format According to Mr Mohan a recent YouGov survey of more than 1000 Americans revealed that online display advertising placed only slightly behind skywriting can39t make this up as a favored ad medium Of course asking us to rank our favorite advertising media is a little like asking us to rank our favorite allergens it begins the entire conversation with the wrong question and leads to completely nonsensical results per the above Once we initiate a dialog predicated on the wrong initial question the less we know with each subsequent response amp8211 all of which suits Google just fine since it so perfectly explains their entire revenue modelNow that I know that there39s a perfect ad just waiting for me out there I can feel much better about the 36500000 lessthanperfect ads I39ll ignore and avoid over the next 20 years amp8211 all thanks to Mr Mohan Google and amp8211 of course amp8211 the IABRead all the Einstein Brothers39 MediaBizBloggers commentaries at the Brothers EinsteinCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger

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There's a Perfect Ad for Everyone (and an Easter Bunny Also) - Jeff Einstein

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