The Value Of Blog Advertising
Posted on August 2nd, 2006 by Simon ChenHere’s a great article, courtesy of B.L.Couchman from MarketingProfs.com.
One of the most important paragraphs is this:
Successful blogs are edgy, have a sense of humor, and are recognized experts in a narrow niche. Blog audiences look at traditional ads, like “Click here, get 20% off,” and say “screw this, I’ve seen it everywhere,”
And in terms of creative, this chart says it all - and I think this not only applies to advertising on blogs, but mainstream online ads as well.
| Smart Ads | Dumb Ads |
| • Cool image • Multiple links • Faux video • Hand-made feel • Puzzle invites click |
• No links • Dull, text-heavy image • Tell, rather than show • Feels “designed” • Full pitch negates click • Pushing a product rather than an experience |
The problem with the existing state of the market is that current online advertising has become too predictable and click thru rates are on the decline.
One of the answers is video. And putting the content and the experience in the control of the user.
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