Assign 6: Clicks and Delivery

Clicks


Clicks are an inaccurate measure because some of them are pop-up ads that are purposely placed in the way. They are intrusive in a sense that an individual doesn't know why the news story they are trying to read will not come up. Eventually, they realize an animated ad was placed strategically over the story for individuals to possibly get distracted by advertisements for their goods or services. It's also an inadequate measure because of click fraud, but in the article, they question how affective an ad can be if the individual is set on buying their product anyway.


In all honesty, I believe clicks are inadequate because I have been fooled on several occasions by pop-up advertising. Most of the time, I don't click on side-bar advertising because I see them as an alternative to what I'm originally searching for. Only when I'm intent on buying do I actually click.


I will say, to a certain extent, we are cheapening the value of the click because of click fraud, accidental clicks, and by devaluing a small percentage of customers who do change their mind based off online advertising; however, we can't really say how affective it is if results only slightly speak for themselves.


To be frank, I like Google Ad Planner as a way of measure. If there was a way to measure specific ads verses just clicked upon website via demographics, there would be a more efficient way of marketing towards our target audience. I mean, in general, all a company can do is try to remain top-of-mind, so they have to make the consumer know they are there.


Delivery


The solution the article offers is based upon time. The more time an ad spends in front of a consumer, the sooner the consumer will remember their company. Even though it's a very open-ended statement, there's truth within it where I agree. If the ad is there time after time, I will eventually pay attention to it. The company or ad may not have relevance to my life at the time, but eventually, it can. As far as making a change in online advertising, I don't think there really is a greater solution, yet. Consumers have a choice to pay attention because they are in control unlike through the use of tradition media, so until someone finds a way to monopolize the internet, all advertisers can do is wait.