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« Clarifications | Main | The manipulators »

The 249% solution

Usama Fayyad is a genuine rocket scientist. He now runs the Strategic Data Solutions (which includes data mining) division of Yahoo, and he shared some astounding numbers with me today.

There’s one big insight that ought to change everything for anyone who buys clicks online. Here goes:
If you run banner ads, one study for Harris Direct shows that you can increase your brand awareness about 7% after a reasonable buy of banner ads. That’s just fine, though I’m on the record as saying that most banner campaigns are a waste of money. The kicker? In the study, Harris did the banner buy and watched the number of clicks to their contextual ad (you know, the text ads) go up by 249% over the next week.

Pow.

This means that someone answering the ‘brand awareness’ survey says, “no, I never heard of them,” but then, two days later, is more than twice as likely to click on their text ad.

More than twice.

I think that’s very cool.

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Listed below are links to weblogs that reference The 249% solution:

» Do banner ads still work? from Yukonbiz
Love em or hate em, banner ads are one of the webs most effective advertising tactics. From popups to skyscrapers and buttons to leader boards, the long anticipated demise of banner ads still hasnt happened. I believe it... [Read More]

» Text ads and banners combined from Ohad's Internet News
I have to admit it, I am a real big fan of contextual advertizing (Google Adwords is a good example). I like the fact that I can plan what search phrases to show my ads for, use a matching text ad and get the customer hooked. I really feel that the tim... [Read More]

» Success of the Banner Ad: 249% Contextual Improvement? from Conversion Rater - web analytics, online advertising, and website publishing.
Seth Godin gives us an anecdote from Usama Fayyad of Yahoo about a study that showed that contextual text ads saw a 249% increase click-through rate increase after a corresponding banner campaign was run. Without knowing the details of this study it... [Read More]

» Impact of brand ads on response ads could be 249% uplift from obstreperous exemplar - mark hopwood's blog
Seth Godin writes that some data from a division of Yahoo shows that people who were exposed to banner advertising became more responsive to text link ads. Even people who didn't seem to notice the banner ads responded better to... [Read More]

» Online advertising does work from Big Picture Advertising
In case you didn't see this post from Seth Godin; Usama Fayyad is a genuine rocket scientist. He now runs the Strategic Data Solutions (which includes data mining) division of Yahoo, and he shared some astounding numbers with me today. [Read More]

» The Importance of Online Brand Awareness from eMomentum Blog
A very interesting post here from Seth Godin about how banner adds aided the rise in contextual ad clicks by some 249%.. ... [Read More]

» Effective Rich Media and Contextual advertising from A Source Of Inspiration
On a post by Seth Godin, Usama Fayyad, from the Strategic Data Solutions division of Yahoo, shared a interesting insight: If you run banner ads,() you can increase your brand awareness about 7% after a reasonable buy of banner ads... [Read More]

» Banner Impact on Search Click-Thru from Modern B2B Marketing
Seth Godin recently had a post called The 249% Solution, in which he referred to a Yahoo! study on how brand ads and search ads interact. The study found that for one Yahoo! client, (Harris Direct, an on-line brokerage), a [Read More]

« Clarifications | Main | The manipulators »