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Pidgeon Social / Analytics

The Big Bad Banner Ad

There’s nothing I love more than browsing the net and admiring all the beautiful big box ads that follow me around on every page. In fact, I really think seeing various leaderboard ads (those long banner ads at the top of the page) make webpages more unique and give me a reason to return; I’m SO curious who will show up there next to have my undivided attention. Who will have the honour to count me as an ‘impression’ for their metrics? These are the thoughts of mad person. No one in their right mind enjoys banner ads when they’re browsing the net. They end up being a necessary evil, because they help sites get money and allow us to keep having free access to whatever we’re viewing. What I think is SO hilarious though, is when I’m talking with people about banner ads and their effectiveness, I always ask: when’s the last time you clicked one? Crickets* Because, the VAST majority of us, (and by vast, I mean all) don’t click on them. We find them more invasive and petty than we do valuable. AND YET, every one of those ‘impressions’ we represent are ending up on someone’s report as a success metric. A friend of mine recently shared this story from the NYT about Chase Financial, who at one point investing in an ‘Ad Placement Network’ where Chase’s  banner ads are served on thousands of different websites selected based on the content of said site. It makes sense in theory, because if you’re targeting me for something, for example, technology related, you can follow me around the net with your ads by serving it on tech sites. The problem Chase ran into was their ads were being shown beside some VERY suspect content. When they investigated, they found that they were serving their ads on over 400,000 different sites - many of which were not vetted by humans eyes. So Chase pulled their ads from almost all those sites, choosing instead to serve their ads on only 4,000 human-approved sites. And guess what happened to their performance on these ads? Nothing changed. They had the same performance on these 4000 sites as they had on 400,000. And while Chase seems to be pleased with this, choosing to view the other 396,000 sites as ‘ineffective’, I choose to read between the lines: BANNER ADS DON’T WORK! It kills me to read articles like this and hear stories about the ‘millions of impressions’...

The Easiest Way to Know if Your Facebook Page is Actually Doing Well

Facebook. It's kinda a big deal. Almost 2 Billion users. 22 million in Canada. 690,000 in Saskatchewan 170,000 in the Regina area. That's about 75% of our city on Facebook. Granted, they're not all going to be active, but A LOT of them are. Not only are they "active", but they spend A LOT of time on Facebook. (Canadians spend more time online than anyone else...