John Akerson's Thoughts

Business, technology and life

Advertising Failure

Diana Adams has a great post on Bitrebels.com titled “16 ways to use your wrist now that watches are obsolete.” Her post includes some really funny suggestions, with comical illustrations from Lunchbreath.com … including “Backup urinal cake” and “Portable Pot Pie.” (do not confuse)

There is advertising on Bitrebels.com – and I’m sure somebody is paying fror those impressions and click-thrus.  Of course, some of the best advertising is content-specific. If you can put your product in front of a person who is already interested, you have a much higher probability of making a sale. Google makes Billions from this concept. Other companies, and many people also make big heaping piles of money from this simple concept.  But sometimes it fails. Sometimes the best content algorythms and the smartest advertisers promote their product in the wrong places.  And sometimes those failures are remarkable.

Here’s an example:  If you are reading an article discussing wrist-watches, how obsolete they are and suggesting a direct relationship to… say… buggy whips and egyptian pyramid blueprints… are you really looking to BUY a wrist-watch? Maybe not. The content is there, but the CONTEXT makes all the difference.  Here’s a screenshot of the advertisement, on the page focused on ”Wristwatch Obsolescense.”

Although I have a great appreciation for why the watches are up to 80% off, seeing that advertisement on that page doesn’t leave me inspired to buy one.  (as an fyi – the link from the advertisement was this: http://googleads.g.doubleclick.net/pagead/imgad?id=CP6jxPL3spWLVBD6ARjvATII8BFY93VjUEI )  I suspect Google’s advertising bots, smart as they are, are still learning… but context is an enormously difficult thing to learn.

March 14th, 2011 Posted by | Business, Competitive Advantage, Marketing, Search Engine Optimization, Social Media, Technology | 2 comments

  • http://experiencefarm.com/blog/ @brandonpierce

    I love the salt lick though!

    I haven’t worn a watch since in 14 years. I just couldn’t stomach being a slave to Time. Of course, I don’t leave the house without my iPhone – so that freedom didn’t last long. ;-)

  • http://twitter.com/adamsconsulting Diana Adams

    Thank you for the mention! I’m so touched. ;) )