RE: UKNM: online ad tolerance collapsing

[Philip Rooke]

This is not a collapse, it was a thoroughly expected response to an increase

in advertising and new media awareness.


When new areas of advertising appear they always have greater effect in the

early days.  As users became used to them they were bound to be less likely

to respond.  This effect has been recognised and measured in Direct Mail,

Sampling, Posters and Magazines.  


IF YOU'RE WORRIED, GET CREATIVE


This is why the whole advertising industry spends so much time thinking of

new ways of creating impact and consumer attention.  The best ads in any

media differentiate themselves in some way: delivery, targeting, creativity

or message.


USERS ARE NOT ALWAYS AWARE THEY ACTIVELY LOOKED AT AN AD, THAT DOESN'T STOP

BRAND AWARENESS


Can you honestly say that you can remember every ad you saw on TV last

night!  Or that you actively looked at the ads!  Or regularly pick up the

phone because of one!


But those ads were not a waste.  They created an awareness of brand that may

make a difference when you come to choose between products.  Welcome to

brand awareness.


USE THE CONTENT TO MAXIMISE ADVERT EFFECT & MESSAGE.


As with any other media it matters where you are seen.  Brands pick up a

great deal of value from the content around their ads.  Fashion brands

advertise in fashion magazines to appear fashionable.  Quality newspapers

are often used lever a reliability.  Etc, etc. . .


BUY YOUR ADVERTISING CAREFULLY AND THE SOONER THE BETTER.


This could all be very bad news for lesser portals who rely on users

responding as they pass through and bad content sites without clear brand

identities.


However, well branded top portals and content sites have nothing to worry

about.  This effect never destroyed any other medium.


PS CHECK YOUR COUNTING


How often do you look at online ads?

             1998   

very often    3.4%     

often         5.7%    

sometimes    51.1%   

never        48.5%

TOTAL		108.7% 	


Philip Rooke

Carlton Online

t: 0171 663 3682

f: 0171 663 3664


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