Re: UKNM: Why Jakob Nielsen hates banner ads

[Clay Shirky]

> > Go with a targetted CPM of 50 pounds, and 1% click through and

> > conversion rates, and you're still at 500 pounds a customer -

> > lousy if you're selling washing-up liquid, but brilliant if you're

> > selling cars.

> 

> Yeah, I buy all of my cars over the Internet... ;)


You know, its days like these that I feel like a sort of reverse Paul

Revere, riding around London shouting "the Americans are coming! The

Americans are coming!"


I'll tell you the killer app to end all killer apps, and its the one

Wal-Mart and Freeserve know as well - low prices. The net will lower

car prices, and within 12 months I predict you'll know someone who's

bought a car over the net because of it.


> I can see limited brand awareness value in banner ads, but 'click to

> action' is a myth perpetuated by media sellers coming to grips with

> an industry with very little 'air' to sell.


On the contrary, most sites have too much air to sell by double or

more, and click to action was pioneered by Proctor and Gamble,

demanding accountability from their agencies and media buyers. 


-clay 

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