Monday, October 24, 2011

New Eye Tracking Technology for Digital Ads

The Economist had this interesting article about new technology that can be used to track your eyes when surfing the web and decide if an ad is working or not in hopes to get you to take action. Kind of spooky and if it is not Opt In I see major privacy issues and lawsuits over it. I know I would make sure the WebCam lense is always covered. LOL

One point they bring up is the 50% of Ad Spend that is wasted but no one knows which half. (Try 75% of Ad Spend is wasted is probably reality). Why I feel this will not improve things?

First of all it benefits Ad Agencies that half the spend is wasted and their clients don't know which half. Would you as an Agency reduce your billings 50% even if you knew how to fix this?

Secondly there is only a finite amount of time we all have. Now you could theory that the improvement of seeing the right ads will keep the ad spend equal. But I am not so sure that is true.

Third I use Firefox and block all digital ads except on some very specific sites like the Economist. Firefox is used by about 30% of the population and the Ad blocker Plus Ad On is downloaded about 50mil times a year if not more.

Lastly we don't like digital ads. The average click rate is 20 times for every 10,000 page views. I don't think new technology can fix this. The flaw in the advertising business is the ad people say 'It's the ads. If we just create better ads or better technology people will LOVE advertising'

It is the biggest crock of shit ever said yet they truly believe this. It is a crock because 1] they never ask consumers if this is true and 2] if they did and started ranking things in life for importance Ads will always come last.

For example how do you want to spend your time:
Exercising. Watching TV. Reading. Cooking. Travel. Eating. Sleeping. Sex. Sports. Outdoor Activities. Advertising. Shopping. Talking with friends via Social Media. Going out to bars or partying. Spending time with family or friends. Playing video games. Surfing the internet. Entertainment.

Now you go rank where Advertising is going to show up.

Yep. Last. But Ad people refuse to believe this. And it is why not only are they suckers. It is why Brands who hire Ad People for their marketing, waste half their Ad spend each year.

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