Why most digital ads still fail to work
February 04, 2010 |
Digital advertising isn't working very well, but don't blame the medium. The fault lies in the creative. Exploit the research possibilities available to you -- especially web analytics -- and you can create powerful advertising that can turn your business around.
In 2005, CNET undertook a series of landmark online-advertising-effectiveness studies with Starch Communications to identify the best approaches to online advertising. CNET made the research public, offering presentations throughout the country and on its website.
How effective is digital advertising today? Many digital advertisers make the same mistakes that the least effective advertisers made five years ago. The medium isn't to blame. The problems are due to creative efforts that do not suit the medium and the refusal to employ research tools that can identify creative problems and how to fix them.
Here are seven mistakes that, research tells us, afflict so many digital ads today.
Get the full story at AdvertisingAge
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