Do Web 2.0 Ads Really Work? New Study Data Results Are Disappointing


	Do Web 2.0 Ads Really Work? New Study Data Results Are Disappointing

crazy_witch

5-12-2007 3:42 AM

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tags:

web 2.0, advertising

crazy_witch says:

"I told you the Internet wasn't as good as it seemed." -> taken from the article.

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/ce247188-b550-47bf-a707-88235419f7d4/C45756BC-41FC-48D3-A7D1-410BCF4C49D9/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.marketingsherpa.com/article.html?id=29961" href="http://www.marketingsherpa.com/article.html?id=29961" style="font-size: 11px;">www.marketingsherpa.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingsherpa.com/article.html?id=29961">o Ads on non-2.0 sites (classic editorial content sites) convert 31% better than ads run against user-generated content.<BR />o Ads on top-brand non-2.0 sites (defined as comScore's top 250) convert 175% better than user-generated content sites.<BR /><DIV>o However, 2.0 media is so *cheap* (as of now anyway) that it's still worth testing. The minute the price goes up, buyer beware.</DIV><BR /><DIV>This is actually no big shock (except perhaps to Madison Avenue.) Human beings are all about *THEMSELVES*. Web 2.0 is incredibly appealing content because it's all about you. Ads are generally not all about you. They are about the advertiser. </DIV><BR /><DIV>Super-targeted niche ads -- especially those served by contextual systems such as the ones ITtoolbox recommends in their white paper (see link below) -- can work really well in this case.</DIV></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/C45756BC-41FC-48D3-A7D1-410BCF4C49D9/blog/" title="blog or email this clip"><img src="http://content6.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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