Comments on: Social Media Banners don’t work because they don’t have time to be seen

By: scotthoffman

scotthoffman — Fri, 26 Feb 2010 06:32:30 +0000

Stanley & Dan – your both right – “75% of consumers will seek the advice of their peers on social networks prior to making a purchase online.” but that doesn't come from banners which is the issue…

my 2 cents

PS Dan, do you have a link to that 75% research?

By: ivv

ivv — Thu, 25 Feb 2010 23:14:51 +0000

Eyetracking studies (pointer.org) done on display ads show that those are looked at for an average of one second in general, regardless (if I remember correctly) of how much time people spend on the page, so it is not a problem particular just to the social media sites.

By: Daniel Redman

Daniel Redman — Thu, 25 Feb 2010 22:48:41 +0000

75% of consumers will seek the advice of their peers on social networks prior to making a purchase online. I'd call that a pretty strong, though underlying intent source. Search isn't even a comparable, as it's pull and social ads are push strategy. Different stage of the funnel. Stanley, you are flat out Wong.

You're not really, I just wanted to say that.

By: Banner Blindness, double whammy on Social Media Display Ads

Banner Blindness, double whammy on Social Media Display Ads — Thu, 25 Feb 2010 14:08:06 +0000

[...] display advertisement, whether or not it’s actually an ad. Banner blindness is exacerbated in Social Media, where banners get an average of 1-2 seconds of exposure before the user moves on to the next [...]

By: Stanley Wong

Stanley Wong — Thu, 25 Feb 2010 13:12:48 +0000

Completely agree with this post.

Social media exhibits the same level of banner blindness and limited exposure time that we've seen on things like Webmail (Y! Mail, Hotmail, etc.).

In addition to this problem, there isn't any monetizable intent within the context of Social Media like you have with search.

By: stevenmorvay

stevenmorvay — Thu, 25 Feb 2010 08:42:56 +0000

Quick answer to how do you work with 1 second of viewer attention……OFFERS. Give a reason to click rather than a reson to read.

By: Daniel Redman

Daniel Redman — Thu, 25 Feb 2010 05:54:25 +0000

Thanks for the quick response.

Depending upon the hood you were raised those are typically nominal costs that aren't calculated in ROAS... with obviously a ton of additional variables. Contrary to belief, I still hold regard for the value of social media ad impressions. I've seen wild swings in paid search conversion with social ads. Affiliate marketers are gobbling them up faster than Kobayashi on a Nathan's for a reason. There is no other place that gives hyper-targeting for a .25CPM.

Looking forward to your banner-blindness post. I cringe at the word.

By: scotthoffman

scotthoffman — Thu, 25 Feb 2010 05:31:55 +0000

Daniel, thanks for participating in the conversation – I do agree that in order to even have a fighting chance at making a social media banner campaign work, you have to design it specifically for this rapid page surfing behavior.

But at some point the price that you can buy inventory becomes too low…let me explain, in many instances it cost money (fractions of cents) to actually serve the ads, track the ads, manage the the ads, and don't forget your agencies fee, that it becomes a negative sum game.

My 2 cents – check out my post tomorrow on an '07 study on banner blindness, that further amplifies this issue…thanks again for participating!

By: Daniel Redman

Daniel Redman — Thu, 25 Feb 2010 05:10:12 +0000

You're half right, in my humble opinion.

Because engagement time is so low, ads have to be produced to accommodate. If you only have someones attention for 1 second, what can and would you tell them?

There's still success to be had there because buys can be so competitive, just don't even attempt to 'tell a story'.

By: uberVU - social comments

uberVU - social comments — Thu, 25 Feb 2010 00:06:33 +0000

Social comments and analytics for this post…

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