I was really interested this morning when I saw that the IAB
is making an effort to combat "creative shabbiness" in display. Unfortunately it was
not what I expected to read. As someone who has spent a decade building and
optimizing creative for the web and has worked with six of the top eleven
brands in the world I’m stunned.
Instead of being an effort to promote more holistic
ad>landing page creative or institute
new IAB approved ad sizes or push for
new metrics that better define creative performance or issue some guidelines for creative testing and optimization (I
could go on), this is a PR campaign to get brand (read TV) dollars. In fact,
the idea here is to move away from the notion of performance in display and
decry the very advertisers that have been successful on the web.
From today’s article in MediaPost (this crazy meme was first
published in Ad Age yesterday):
Rothenberg said the
push… was an effort to overcome perceptions of "creative shabbiness"
in online media, and to help prevent the slide toward a
"performance-based" Internet advertising economy.
Whoa… a performance based advertising economy is a slide!
This from the man who heads up the Interactive Advertising Bureau.
Step back for a second. According to this logic, ads that
get the interest of people (clicks & conversions) are not creative. How
does that make sense? Perhaps, the idea of what creative is needs to be
redefined (or we need to re-read what David Ogilvy thought about creative).
No one has better captured or understood the web ad economy
than the father of web based performance advertising, Bill Gross.
“The more I [thought
about it], the more I realized that the true value of the Internet was in its
accountability. Performance guarantees had to be the model for paying for
Let me shout this into the halls of the IAB on East 26th
Street. The value of the media is in its
accountability! This is the most accurate metrics/analytics driven
medium that exists and it’s getting better at collecting data and more intelligent about
what to do with that data everyday. Smart marketers and advertisers understand
how to use that data and optimize their advertising. This is what the digital game is
Let me get something else off my chest while we’re on the
subject of creative. Almost all the issues plaguing display advertising rest in
the creative end. It starts with the ad sizes and locations. The problems
continue with not understanding web user behavior and experience. They fester
with the cost of serving rich media. Let’s touch on this for a bit because it
is an important and unspoken aspect of the issues Mr. Rothenberg alludes to.
There is a huge cost consideration if you want to serve
these really “creative” ads. Flash has opened up a world of possibility but at
the moment the serving fees are outrageous, let alone the costs that most
agencies charge for this type of work. Coming full circle most of the agencies
that do this type of work haven’t a clue how to optimize Flash ads to get
people interested in them. Testing these ads is non starter and
fewer still understand how to optimize the media buy for performance. Oops, I
said a bad advertising word, “performance.”
The problem will only be solved by continuing to move away from a banner economy and redefine what advertising is on the web. We need to stop putting up billboards and start paving
roads. We need to stop taking ad strategies from other channels and throwing them
on the web. That is the real "spray and pray."
I get that Mr. Rothenberg and the IAB have the backs of publishers
here and they have every reason to be worried about the display economy (albeit
a day late and a dollar short) but we are NEVER going back to the hey-days of
high CPM so these ideas about creative and performance are ill thought-out and
pure laziness. A much better tact would be to work on blurring the very notions of what is brand and what is direct for online.
Bottom line: if you are worried about the value of display then
find better ways to create that value and better ways to measure it, based on
Brand Marketing in the Digital Age
The Power of Brand to Influence Outcomes or Why Brands
Will Always Rule Digital
The Next Generation of Digital Marketing Agencies
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