Tuesday, April 22, 2008

Pay per interaction with your banner ad

Pay per interaction with Eggo Banner ads on kidzworld.com

I recently wrote (Nobody clicks on 48-sheet billboards) about the poor reputation that online display advertising has among Irish marketeers.

Part of the reason, I believe, is that marketeers are measuring success based on clicks alone. Since only 2 or 3 in every thousand visitors typically click on your banner ad, you are setting yourself up for a fall.

Which is why I was interested to read that a Kellogg's campaign (for their Eggo brand) was measured and paid-for by the number of interactions with their rich media banner ads.

This has to be a good thing. More info here

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