Gadget Ads — Clever But Are They Effective?
I’m optimistic about video ads. I’m not sure yet about Gadget ads.
These are rich media ads that might contain animation, Flash games and
interactive content. At the moment advertisers are big brands like Coca-Cola
and I suspect it’s likely to stay that way. Ads like these cost a lot more to
design and program than a text ad, a graphic ad or even a home-made video
ad.
They can pay by impression or by click but I’m skeptical that you’ll get many
clicks. An early test showed that only a third of one percent of viewers
actually interacted with the ad.
The problem is that they just look too much like ads. Most users have learnt
to ignore them.
If you do want to test them though, you’ll need to opt in to receive image
ads. Apparently the most popular sizes for gadgets are rectangles,
leaderboards and skyscrapers.
Some ads might do well — such as those for movies or which have an
attractive built-in game — but on the whole, I expect you’ll find that a well-
blended text ad unit will do better.
I’m optimistic about video ads. I’m not sure yet about Gadget ads.
These are rich media ads that might contain animation, Flash games and
interactive content. At the moment advertisers are big brands like Coca-Cola
and I suspect it’s likely to stay that way. Ads like these cost a lot more to
design and program than a text ad, a graphic ad or even a home-made video
ad.
They can pay by impression or by click but I’m skeptical that you’ll get many
clicks. An early test showed that only a third of one percent of viewers
actually interacted with the ad.
The problem is that they just look too much like ads. Most users have learnt
to ignore them.
If you do want to test them though, you’ll need to opt in to receive image
ads. Apparently the most popular sizes for gadgets are rectangles,
leaderboards and skyscrapers.
Some ads might do well — such as those for movies or which have an
attractive built-in game — but on the whole, I expect you’ll find that a well-
blended text ad unit will do better.
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