Greg Mason is an online advertising specialist and GM of Mason Media (http://masonmedia.co.za/), an online advertising company that specialises in advertising on local, quality websites and focuses on creating customisable advertising opportunities at exceptional value for advertisers. Contact Greg on tel +27 (0)21 671 5265, email , follow @GregMasonSA on Twitter and connect on LinkedIn.
Hi, in reply to your comment, firstly I apologise, this paragraph was written a bit clumsily. So rest assured I do know what CTR is! Besides the obvious typo of "advertisers" instead of "browsers" in the sentence "that's how many advertisers look at advertising" I also tripped over my words a bit....
To better explain my point I should have phrased this paragraph like this: "
"Perhaps the industry average CTR isn't 0.30% because that's how many browsers are interested in the ad's offer but instead that is how many people were actually interested in how the message was communicated to them?"
The argument I put forward in this point, which you unfortunately missed, was that I don’t believe we should accept 0.30% as our average CTR. This is too low. How can we accept that an average of 3 out of 1 000 browsers are interested enough to click on a banner ad? I tried to illustrate, through my example, that this is not because of banner blindness or lack of interest but more a fault of generic banners that are not relevant or interesting to the browsers.
This further tied in with the rest of my article to explain that we need to customise our banners to the platforms they are on in order to achieve better results.
I hope that explains my point a bit better. If you still confused or disagree please pop me a mail or give me a call
[Greg Mason] So, you are a media strategist controlling considerable budget and managing large accounts; your mandate is to drive sales, generate a very favourable ROI and to pivot your client into social media fame almost instantly. The ideas are larger than life and the pace is furious. One day your brand is 'Old Spicing' its way to more YouTube views than Obama's victory speech and the next it's a bored topic.
[Greg Mason] We are heading into a customer-centric consumer age faster than a teenager sprouts new pimples. So how do you give your customers the power to be heard and more importantly how do you listen?
[Marketing & Media] I wish advertisers could supply ads with copy custom to the site the ad is on. I realize they cant change each ad for each site but maybe its worth doing for the few niche sites in the campaign