28 Jul '12, 10pm

What Blank Ads Have To Say Fascinating!

Clicks are counted as a surrogate for attention, and still used as our most important currency (i.e. cost-per-click). They are also the principal signal in a control system that governs a giant machine. ...the issue for advertisers would arise when clicks that mean nothing (noise) overwhelm the clicks that indicate, or result from, interest in the advertising message (signal). When the signal gets below some threshold—"you're breaking up!"—even a little noise can render it useless. ... The brief was simple: Create an ad that offered no message. Blank. Surely, clicks on blank ads would qualify as noise. We also enabled the ad to ask anyone who clicked: Why did you click? "Mistake" or "Curious"? ... The average click-through rate across half a million ads served was 0.08%, which would be good for a brand campaign, and so-so for a direct response campaign. We detected no clic...

Full article: http://www.cre8asiteforums.com/forums/index.php?s=ba55853...

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