Do banner ads, what we once called interactive advertising and now call display ads because nobody clicks on them, and much less "interacts" with them, work for publishers? Do they work for advertisers? Or do they just work for the middlemen based in Silicon Valley?
#NOT a real book (Just a screed)
The real question of course is: Does online advertising work?
Unfortunately, it's impossible to give a simple answer to this apparently straightforward question. The right question to ask would be: for whom does online advertising work?
For starters, this is not a single question, but three different ones.
Do banner ads, what we once called interactive advertising and now call display ads because nobody clicks on them, and much less "interacts" with them, work for publishers? Do they work for advertisers? Or do they just work for the middlemen based in Silicon Valley?
Excerpt
The 15 Questions:
1. Why Banner Ads?
2. What Was Online Advertising Supposed to Be Like?
3. Did It Work Out as Advertised?
4. Why Not?
5. Why Are Banner Ads Still Around?
6. Is All This Targeting Good?
7. Is This Advertising at All?
8. How Big Is This Thing?
9. What Is Programmatic?
10. Does Online Advertising Work for Publishers?
11. Does It Work for Advertisers?
12. Does It Work for the Middlemen?
13. Is It a Gigantic Scam?
14. Should My Company Stay Away From Banner Ads?
15. Is There Any Hope for Online Advertising?
Download it now: it's a smart 15 minutes' read.
Professional Reviews
HYPE FREE REALITY CHECK
This isn’t meant to be one of those business books that reinforce ideas you already have and makes you feel good about yourself.
It’s a book that questions the status quo and many supposed truths about online advertising you take for granted. If you’re blindly buying into online advertising, you needs to read this and ask yourself these simple yet profound questions.
Massimo Moruzzi does a splendid job of quickly getting to the heart of the matter.
You'll never look at online advertising the same way again.
Doubts for the marketers' minds...
The hype surrounding online advertising is unbearable, and the fact that Google and Facebook ads seldom work if you are not playing the direct marketing game is one of the most largely known issues of the industry. The author explains why, with brevity and clarity, you should think twice before employing large resources in buying clicks or other web trash to build your online presence.
“We’re going to use nine megaton warheads in space and we’re not sure they’re large enough to be effective. Why would you even consider using kiloton-range surface-to-air warheads as back-up?” The answer was succinct. “Because they’re all we have.”
