我好奇故我在

<9/30/2009>
The number of people online who click display ads has dropped 50% in less than two years, and only 8% of internet users account for 85% of all clicks, according to the most recent "Natural Born Clickers" study from ComScore and media agency Starcom.

source:http://adage.com/digital/article?article_id=139367

<8/22/2009>

Ad effectiveness depends less on size than it does on shape and placement, according to Dynamic Logic.
最近美國有幾家網路媒體嘗試大版面廣告，也就是一整頁web page都是廣告。但是根據Dynamic Logic的研究，廣告的形狀跟位置比尺寸重要。

The ad-effectiveness measurement firm crunched results from 4,800 campaigns and found the best-performing ad unit, in terms of metrics such as brand awareness, recall and purchase intent, was the humble 180-pixel-by-150-pixel rectangle ad.
這家作廣告效果評估的公司從四千八百個campaign中發現表現最佳的廣告單位，以品牌知名度、回憶度以及購買意圖而言，180-pixel-by-150-pixel 的長方形廣告勝出。

Ads that surround content -- well-worn skyscraper and leaderboard units -- are the least effective, as people have developed "banner blindness," he said.
而最差效果的廣告，是skyscraper 跟728x90 Leaderboard ad，也就是包圍在內容附近的廣告，人們已經自然而然會不看這種類型廣告。因為人們會專注在內容上，會自動過濾掉周圍的廣告。對於會阻礙內容的廣告，如果尺寸愈大，反而會讓人覺得干擾，不一定是好事。"get noticed"跟"being intrusive"的界線很微妙！

此文引起的迴響中，我覺得此君觀察很好？
(source: http://thedarkly.tumblr.com/post/168402496/the-real-reason-why-large-online-ads-dont-work)

The real reason why smaller ads beat out the gigantic ads at the top of the page? Because consumers, especially those from younger generations, don’t want to be blatantly marketed to. While the web’s demographic increasingly gets older, the facts say that the majority of users fall within Gen X and Gen Y. Two generations that generally love creative advertisements, but don’t like when products are pushed upon them. These generations love strategic, subtle marketing and prefer to feel like they discovered brands on their own. Now, huge, flashing online ads don’t really cater to their wants and needs, do they?
小一點廣告會打敗巨大廣告的真正理由是因為網友通常是年輕一點的族群，他們不喜歡明目張膽的廣告，他們喜歡富有創意的廣告l，喜歡低調一點、有策略想法的行銷方式，喜歡自己發現品牌，不喜歡太hard sell。

6/9/2009
Online Ads: Will Fewer, but Bigger, Be Better?
(source: http://www.businessweek.com/technology/content/mar2009/tc20090310_456699.htm)

現在網路廣告版面朝數量比較少，但是版面比較大。如果你有逛NYTimes，每一子目錄，譬如business點下去，會有一個全螢幕的廣告，讀者可以選擇上方skip或是閱讀廣告。我個人喜歡網路的廣告版面不要東一塊西一塊，可以集中在某處。

With the rise in recent years of search advertisements—the little snippets of commercial text that appear next to search results—online display ads don't get much respect these days. While search ads are expected to grow about 9% this year, revenues for pictorial display ads may actually fall. Now, several major Web sites are hoping to rekindle interest in display ads—especially those used for creating a brand impression rather than simply eliciting a click.
隨著search advertisements興起，online display ads有衰減現象。在本質上由於消費者心中想好了東西才去搜尋，是非常主動的，所以關鍵字廣告的點擊數會高，但是一般display ads跟其他種類型的廣告一樣，會遇到消費者行為週期中，各階段的消費者，點擊數不會像search ads這麼高。

On Mar. 10, the Online Publishers Assn. (OPA) is announcing a trio of new display-ad formats that it hopes will spark more creative use of the Web's mainstay ads. The main goal is to engage readers more fully, and in the process allow online publishers to charge advertisers more. Not least, the initiative offers an alternative to the increasing encroachment of cheap ads served on their sites by advertising networks, which many premium sites think are devaluing their ad space.

The three new ad units are all bigger than standard display ads, and potentially they'll be the only ad on the first screen. They also will be more interactive, even allowing viewers to bookmark them the way they do Web pages so they can come back to them. They include a "Fixed Panel" that's 336 pixels wide and 860 pixels tall, and scrolls to the top and bottom of a page as the user scrolls; an "XXL Box" that's 468 by 648 pixels, featuring the ability to embed video; and a huge 970-by-418-pixel "Pushdown" ad that opens up and then rolls up to the top of the page.
OPA這個單位提出三種新的廣告格式，比一般傳統的display ads還要大，而且，理論上來說，這些廣告會是一個螢幕頁面上唯一的廣告。而且消費者可以bookmark廣告頁。