I’ve written ad nauseum about how incredibly dumb it is to compare PR to advertising to come up with some sort of a value. The latest travesty was an Australian firm that bragged on a conference call on social media measurement about how they created an “AVE for Social Media” based on the cost of banner ads. The speaker added that clients and CEOs were “delighted” with it.
Well, I can’t speak for CEOs Down Under, but I do wonder how all those poor misguided clients would feel if they saw this research that shows what we all knew, no one pays any attention to banner ads :
According to the results of the first annual Goo Online Advertising Survey, from Goo Technologies, 82% of Americans ignore online ads, ahead of television ads at 37%. 92% of Americans ignore at least one type of ad seen every day across six different types of media.
The online ads Americans are most likely to ignore included: online banner ads (73%), followed by social media ads (62%), and search engine ads (59%). The highest wage earners, those with a household income of $100k+ per year, were statistically more likely than those households making less than $50k per year (86% vs. 78%, respectively) to say they ignore online ads.
So explain to me why it helps your credibility to compare your work to something everyone ignores?[/vc_column_text][/vc_column][/vc_row]
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[…] each other. Ad folks say PR is unpredictable, and PR folks say advertising is too expensive and performs as poorly or worse. Rather than approach the topic as an either/or, a helpful change of perspective is to look at how […]
I’ve been spending time this year blogging about the differences between advertising, marketing and public relations. It’s nice to see yet another point on the PR side of the scoreboard.