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  1. #1
    ABW Founder Haiko de Poel, Jr.'s Avatar
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    research on attention grabbing online ads
    Lightspeed and IAB UK conducted research into essentials for attention grabbing online ads, some real good info in there. Although the respondents were from the UK ... we can easily postulate that the behaviors are identical on this side of the pond.


    Continued Success,

    Haiko
    The secret of success is constancy of purpose ~ Disraeli

  2. #2
    Life is Supposed to be Fun! Rexanne's Avatar
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    Good info here. Thanks Haiko!

    As always, "know your audience."

    Banner farms need not pay attention. ;-)
    Peace,

    Rexanne

    Rexanne.com
    Loving Everyone's Child Creates Magic


  3. #3
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    The result of a recent production of mine that was absolutely fantastic, and failed miserably at the bottom line is this little pearl of mine:

    *Don't try to sell people something they don't think they want to buy, no matter how good it is for them, no matter how much they would love it if they would just...*

    These statistics simply show that graphically and add some nuance to it. But the basic remains the same. Gosh, it's so hard to internalize that!

    *The real accomplishment is to make people think they want to buy everything you sell.*

    And how is that done?

    I'm philosophizing again, I know, sorry!

  4. #4
    Beachy Bill's Avatar
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    Interesting, indeed. I was a bit surprised at the third set [If it adds something to my online experience] being so low. That may depend on how the survey defined "adds something" - to which I could not find reference.

    Thanks, Haiko, for finding and posting.
    Bill / Marketing Blog @ 12PM - Current project: Resurrecting my "baby" at South Baltimore..
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  5. #5
    Analytics Dude Kevin's Avatar
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    Relevance, relevance, relevance.

    The issue with that answer is this... Relevant to what I'm currently looking at? Or relevant to me overall.....

    Actually makes you think about AdSense's recent changes, if you use AdSense as a revenue stream....
    Kevin Webster
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  6. #6
    ABW Ambassador purplebear's Avatar
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    hmm gotta say it again. lol Woulda never thought these results would be. The part about giving money off..... Woulda thought the numbers woulda been much higher for the older age groups. Very, very interesting.

  7. #7
    ABW Ambassador VampireSkunk's Avatar
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    Hmmm. It looks like they asked people "When are you most likely to pay attention to an ad you see online?"

    What people say when surveyed and what they do in reality are usually quite different.

    People buy (and respond to ads) on emotion and impulse.

    As soon as you ask them what they respond to, it engages the analytical mind.

    To be really useful this should be based on which ads the respective age groups really respond to (in real life, not under test conditions)

    Purplebear, I guess older folks are wiser to marketing 'money-off' offers whereas younger people might still fall for it. Or they feel they ought to be more financially secure later in life and feel a stigma attached to admitting they need to save money - there are all kinds of reasons why people respond in different ways.

    It's dangerous to draw conclusions from the results though.

  8. #8
    ABW Ambassador purplebear's Avatar
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    VampireSkunk
    ummm you may not like hearin this lol but our minds are thinkin an awful lot alike. lol In other thread on this topic I just got done posting similar thoughts to yours.

    Definitely agree with ya that people don't necessarily tell ya the truth about what they do and a whole lot can depend on how questions are asked. Won't repeat my other post, tho. lol

    "feel they ought to be more financially secure later in life and feel a stigma attached to admitting they need to save mone"

    Hadn't thought of that angle but yeap, people could think that way, too. Even if people are questioned in person, opposed to over the phone or even if they're in a bad mood when they're answering the questions or the voice of the person doin the asking.

    Point is, there's a whole lotta variables that go into gettin interview results that people may not realize can make a difference with the responses given.

  9. #9
    Affiliate Manager Alan Hamilton's Avatar
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    About 6 months ago, I stopped taking these "stats" serious and my sales have increased three-fold. OK guys, I know that I'm just an old school stubborn, committed, thrifty, self disciplined, skeptical, all BS aside guy and that is why I decided to go back and dance with the lady that brung me.

    "Suddenly" I've discovered that what worked two years ago, (before I got so "in touch" with the pulse of the internet) still works! I feel like Buffet, singing "two hundred years too late, the cannons don't thunder, there's nothing to plunder, I'm an over 40 victim of fate..." But I love seeing the benefit of staying with what 100's of 1,000's taught me works....

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  10. #10
    Affiliate Manager Alan Hamilton's Avatar
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    Quote Originally Posted by Kevin
    Relevance, relevance, relevance.

    The issue with that answer is this... Relevant to what I'm currently looking at? Or relevant to me overall.....

    Actually makes you think about AdSense's recent changes, if you use AdSense as a revenue stream....
    I still LOVE that ONE picture of a Bass Kev... You REALLY need to come to CO and spend a few days with Uncle Al!!!! Al Dawg, over and out for a few weeks....
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  11. #11
    ABW Founder Haiko de Poel, Jr.'s Avatar
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    Quote Originally Posted by Alan Hamilton
    About 6 months ago, I stopped taking these "stats" serious and my sales have increased three-fold.
    I don't doubt it, all these market research things try to do is give whippersnappers a glint of insight which can't come close to real world experience, you've got an advantage because of your wisdom. This is not meant as a slight , it's meant as you've seen the ebbs and flows, whilst most of us are still trying to properly adjust to the new moon.

    Keep on keeping on!
    Continued Success,

    Haiko
    The secret of success is constancy of purpose ~ Disraeli

  12. #12
    Affiliate Manager Alan Hamilton's Avatar
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    Quote Originally Posted by Haiko de Poel, Jr.
    I don't doubt it, all these market research things try to do is give whippersnappers a glint of insight which can't come close to real world experience, you've got an advantage because of your wisdom. This is not meant as a slight , it's meant as you've seen the ebbs and flows, whilst most of us are still trying to properly adjust to the new moon. Keep on keeping on!
    Thank you my friend, that is the second nicest thing you have ever said to me. I am not here for ME. I have been here for 3 1/2 years to try to help. If anything I ever share helps anyone, I am happy to help. My sons have done well taking what I have offered and running with it. I hope other younger studs and studettes do too!!! ITMT, thank you.

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  13. #13
    Newbie rblahter3's Avatar
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    Thanks Haiko. I am always interested in tidbits like this. Revealing.

  14. #14
    Newbie StefanieBloosky's Avatar
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    Haiko Thanks for the post, the results are very interesting to look at.


    I think VampireSkunk hit the target right on the bulls eye.
    While these results are interesting and give some insight, on what peoples impressions are when performing a survey based on their actions. I agree with some others on this thread, that what people respond to in a controlled setting (this particular survey) and what people actually do while online can vary, based on emotions and state of mind.

  15. #15
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    i agree with @stefaniebloosky. The thing is there are generation gaps...a lot of gen Y kids have been hard-wired not to click on anything that looks like an ad.
    According to comscore and some other articles i've read the people most likely to click are:
    * people ages 25-44
    * sub $40′000 income
    but again, like you were saying, it all depends on relevance, and the users attitude!

  16. #16
    Affiliate Manager
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    Quote Originally Posted by VampireSkunk
    Hmmm. It looks like they asked people "When are you most likely to pay attention to an ad you see online?"

    What people say when surveyed and what they do in reality are usually quite different.
    Thank you for posting that. I had the same reaction when I read it. It's not bad intel in some respects, but doesn't tell the whole picture.

    There's an old story I heard at a usability conference, and it may be made up but it illustrates the concept well:


    A large electronics manufacturer held a focus group to test the value of a new color they were planning on introducing for their line of portable radios. They had always offered black, and were considering offering a bold new yellow model.

    During the focus group session they asked the attendees which color they preferred, and almost all of them noted that the yellow one was more compelling, more exciting, and certainly the better option.

    As the session concluded the marketer told the attendees that as a thank-you gift for their participation they could have one of the radios for free. On a table at the back of the room near the door were stacks of both models, black and yellow.

    After the room emptied all the black ones were gone, and all the yellow ones were still there.
    Richard Gaskin
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  17. #17
    Newbie StefanieBloosky's Avatar
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    FourthWorld Would you agree that peoples actions, in a group setting differ from their actions while online?

    Your story does articulate a very good point, in that peoples thoughts in a survey and peoples actions, generally are different then what they do in reality. Although the majority of the Attendees said they would be more compelled by the yellow radio, they took the black. With this specific example, there is one factor not in the equation... the group environment (when at a physical location) versus being alone (when at your computer, possibly clicking on an advertisement).

    In a group setting, people are more apt to say what the majority of the group says or agree with them and act the same way as the majority of the group does. Whereas, when you are by yourself, you are more apt to doing things without outside influence. You act more on impulse and do things based on your wants and needs.

  18. #18
    Moderator MichaelColey's Avatar
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    True, but there can still be a pretty big difference between what people SAY that they do (and even what they THINK they do) and what they ACTUALLY do.
    Michael Coley
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  19. #19
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    I'm trying to find out what tv commercials are being shown on tv
    and how often where can I find ads.

  20. #20
    Affiliate Manager affilorama's Avatar
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    Hi All!

    On the other hand, it is still true that people are more likely to pay attention to ads that are relevant or useful to them.
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  21. #21
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    I'm not sure why this old thread got bumped, but I will jump in to stress that "relevance, relevance, relevance" is NOT the right perspective. (This is not like real estate, where "location, location, location" is what it's all about.)

    Merely being relevant is not enough -- being useful is also critical.

    Not only does the survey graph show this, but 3 of the 4 items after "relevant" and "useful" are actually references to "usefulness" (adds something, information, money off).

    An awful lot of web publishers are getting confused in their efforts by an excessive focus on "relevance" at the expense of "usefulness."

    As noted, of course, relevance and usefulness aren't universal -- one web page or one advertisement can't be relevant or useful to everyone, so "relevant and useful" requires that you identify and target a specific audience (niche, segment, demographic, prior-knowledge level, etc.).
    Last edited by markwelch; January 25th, 2010 at 10:42 AM.

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