Monday, November 06, 2006

Slap Together a Banner. Sit Back and Count the Clicks

Think that’s online advertising? Think again.

I’m sure most of you are familiar with the old quip from department store mogul, John Wannamaker, who said 50 percent of all advertising is wasted, but he could never tell which 50 percent. Fast forward 100 years and it’s more like: “20 percent of my ad budget is really working, but I don’t know which 20 percent or why.”

Sounds crazy, but let me share with you some real life examples from our clients and their agencies over the past year or so.

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