As an advertising medium....

....the web is like communism. It's never very good right now, but it's always going to be great some day."

　

　

Interactive Communication, properly executed,

provides a win-win-win scenario for all participating parties.

For the first time in the history of commercial communication, participating parties can

expect to benefit from appearing in interactive communications

"Events".

For communication to be successful mutual self- interest has to

be satisfied. Consumers need Interactive Communication. People desire to be taken account of, to

affect change, learn and personalise their relationships with their environment. There are a

phenomenal number of reasons which cause people to interact, which go far

beyond just giving them things. When people participate in interactive

marketing communication "Events" they are told that their efforts and feedback

are of positive help to the advertisers. Moreover, by participating, they then

learn and understand the message from the advertiser, personalise their

relationship with the advertiser and their products (or services). The

benefits for participating advertisers? For the first time advertising

becomes totally accountable with payment by results only.

Interactive communication provides intelligent sales through feedback and involvement. Thus

allowing the building of intelligent databanks. Thus the interactive

Medium becomes accountable and more effective. By the very nature of

interactive "Events" the audience are captivated by the technique.

Interaction alters the way viewers/readers perceive advertising, instead of being viewed as

interruption your advertising becomes a pleasurable and meaningful source of

information. There is a substantial increase in the reading/viewing figures and

it readily counters zapping.

˜Advertising is failure,"

˜Advertising is failure," says Jeff Jarvis, and he thinks' media only get in

the way of customer relationships. And indeed, how will you make more friends

at a party? Showing up with a big banner around your neck that says "I am a

great friend" or engaging in a handful of conversations with strangers,

listening to their stories and detecting affinities whilst accomplishing a sense

of privacy that gradually becomes intimate? Right. In the end, that's what we

should be doing as marketers to build real, sustainable brand equity creating

publicity through intimacy, loyalty through decency.

William McEwen, authour of "Married to the Brand" and "Inside the Mind of the

Chinese Consumer", writes: "Agencies must recognize that advertising is neither

the outcome nor the objective. Advertising's job is to set the stage for an

actual customer experience. Then, the company's performance, the quality and

consistency of its products, and its human brand ambassadors will determine the

company's sustainable growth and enduring success. There is absolutely no value

in making a brand promise, however memorable it might be, if a company cannot or

will not keep it.

If ad agencies want to regain their position as valued contributors to a

company's success, then they must also help their clients focus on promise

delivery. If agencies only care about making the promise and not about helping

ensure that the promise will be kept, then they are shirking their

brand-building job. It is, after all, the synergy between promise and

performance that represents ultimate success and that's true for the agency

and the client.

So is advertising dead/dying, or merely having temporary breathing problems?

Interested to hear what readers think.

Paul Ashby @ paulashby40@yahoo.com

Yet Another Company Claims Facebook Ad Clicks Are Mostly From Bot

Yet Another Company Claims Facebook Ad Clicks Are Mostly From Bot

A recent post on its company page, Limited Run, a New York company that offers website solutions to artists and musicians claimed, 80% of the clicks from its ads were from bots.
Limited Run said it could only verify 15-20% of the clicks on its site through a host of standard analytic solutions, which led to it building its own custom software for tracking.
The company explains: Unfortunately, while testing their ad system, we noticed some very strange things. Facebook was charging us for clicks, yet we could only verify about 20% of them actually showing up on our site. At first, we thought it was our analytics service. We tried signing up for a handful of other big name companies, and still we couldn't verify more than 15-20% of clicks. So we did what any good developers would do. We built our own analytic software. Here's what we found: on about 80% of the clicks Facebook was charging us for, JavaScript wasn't on. And if the person clicking the ad doesn't have JavaScript, it's very difficult for an analytics service to verify the click. What's important here is that in all of our years of experience, only about 1-2% of people coming to us have JavaScript disabled, not 80% like these clicks coming from Facebook. So we did what any good developers would do.
We built a page logger. Any time a page was loaded, we'd keep track of it. You know what we found? The 80% of clicks we were paying for were from bots.
Limited Run claims they contacted Facebook, who "wouldn't reply."Facebook declined to respond immediately on this issue when reached by Tom Mango, co-founder of Limited Run, explained further: Technically speaking, we used about 6 different analytics services as well as built our own analytics system to try and confirm the ad click throughs from Facebook. The way client side analytics works is that it will try and load some JavaScript on the page and, if that doesn't work, it just loads a single image. On about 80% of the incoming page requests from our ad campaigns, neither the JavaScript or the images were being loaded. Normal web browsers, used by normal people, will load both JavaScript and images. However, bots, such as ones that crawl the web or bots that attempt to hack into websites to leave spam comments on blogs, don't usually load those
extra things like JavaScript and images. This is how we came to the conclusion that the majority of the click throughs we were getting were from bots. We have no idea who the bots are run by and don't think Facebook has anything to do with them.
As it turns out, this issue while not everyday news, is not new for Facebook. In June of 2009, complaints arose regarding discrepancy in ad clicks versus what clients could verify. Facebook verified a discrepancy and claimed to be implementing appropriate changes. A month later, In April of this past year, the two companies along with others were denied certification for a class action in a District Court in California.
The final straw for Limited Run came unrelated to the click issue, it was regarding changing the name on its company page: While we were testing Facebook ads, we were also trying to get Facebook to let us change our name, because we're not Limited Pressing anymore. We contacted them on many occasions about this. Finally, we got a call from someone at Facebook. They said they would allow us to change our name. NICE! But only if we agreed to spend $2000 or more in advertising a month. That's correct. Facebook was holding our name hostage In regards to that specific issue, Facebook gave us the following statement:
We're currently investigating Limited Run's claims. For their issue with the Page name change, there seems to be some sort of miscommunication. We do not charge Pages to have their names changed. Our team is reaching out about this now.Unlike others, Limited Run isn't accusing Facebook of fraud. The company startup-claims-80-of-its-facebook-ad-clicks-are-coming-from-bots it could have been a competitor attempting to sabotage the firm through increased ad costs. Nonetheless, Facebook admits it might haveas many as 50 million fake users Mango reiterated that it wasn't the clicks that led Limited Run to leave Facebook, it was the customer service. While he acknowledges Limited Run is smaller than a lot of Facebook's clients, it raises questions over how widespread the problem might be, even if it's not widely reported. At a time when effectiveness of the social network's ads are constant debated this surely doesn't help.
A recent post on its company page, Limited Run, a New York company that offers website solutions to artists and musicians claimed, 80% of the clicks from its ads were from bots.
Limited Run said it could only verify 15-20% of the clicks on its site through a host of standard analytic solutions, which led to it building its own custom software for tracking.
The company explains: Unfortunately, while testing their ad system, we noticed some very strange things. Facebook was charging us for clicks, yet we could only verify about 20% of them actually showing up on our site. At first, we thought it was our analytics service. We tried signing up for a handful of other big name companies, and still we couldn't verify more than 15-20% of clicks. So we did what any good developers would do. We built our own analytic software. Here's what we found: on about 80% of the clicks Facebook was charging us for, JavaScript wasn't on. And if the person clicking the ad doesn't have JavaScript, it's very difficult for an analytics service to verify the click. What's important here is that in all of our years of experience, only about 1-2% of people coming to us have JavaScript disabled, not 80% like these clicks coming from Facebook. So we did what any good developers would do.
We built a page logger. Any time a page was loaded, we'd keep track of it. You know what we found? The 80% of clicks we were paying for were from bots.
Limited Run claims they contacted Facebook, who "wouldn't reply."Facebook declined to respond immediately on this issue when reached by Tom Mango, co-founder of Limited Run, explained further: Technically speaking, we used about 6 different analytics services as well as built our own analytics system to try and confirm the ad click throughs from Facebook. The way client side analytics works is that it will try and load some JavaScript on the page and, if that doesn't work, it just loads a single image. On about 80% of the incoming page requests from our ad campaigns, neither the JavaScript or the images were being loaded. Normal web browsers, used by normal people, will load both JavaScript and images. However, bots, such as ones that crawl the web or bots that attempt to hack into websites to leave spam comments on blogs, don't usually load those
extra things like JavaScript and images. This is how we came to the conclusion that the majority of the click throughs we were getting were from bots. We have no idea who the bots are run by and don't think Facebook has anything to do with them.
As it turns out, this issue while not everyday news, is not new for Facebook. In June of 2009, complaints arose regarding discrepancy in ad clicks versus what clients could verify. Facebook verified a discrepancy and claimed to be implementing appropriate changes. A month later, In April of this past year, the two companies along with others were denied certification for a class action in a District Court in California.
The final straw for Limited Run came unrelated to the click issue, it was regarding changing the name on its company page: While we were testing Facebook ads, we were also trying to get Facebook to let us change our name, because we're not Limited Pressing anymore. We contacted them on many occasions about this. Finally, we got a call from someone at Facebook. They said they would allow us to change our name. NICE! But only if we agreed to spend $2000 or more in advertising a month. That's correct. Facebook was holding our name hostage In regards to that specific issue, Facebook gave us the following statement:
We're currently investigating Limited Run's claims. For their issue with the Page name change, there seems to be some sort of miscommunication. We do not charge Pages to have their names changed. Our team is reaching out about this now.Unlike others, Limited Run isn't accusing Facebook of fraud. The company startup-claims-80-of-its-facebook-ad-clicks-are-coming-from-bots it could have been a competitor attempting to sabotage the firm through increased ad costs. Nonetheless, Facebook admits it might haveas many as 50 million fake users Mango reiterated that it wasn't the clicks that led Limited Run to leave Facebook, it was the customer service. While he acknowledges Limited Run is smaller than a lot of Facebook's clients, it raises questions over how widespread the problem might be, even if it's not widely reported. At a time when effectiveness of the social network's ads are constant debated this surely doesn't help.

Interactive Communication, properly executed, provides a win-win-win scenario

for all participating parties.

For the first time in the history of commercial communication, participating parties can expect to benefit from appearing in interactive communications “Events”.
For communication to be successful mutual self- interest has to be satisfied.

The need for product information.

Communication results from an interaction in which two parties expect to give and take. Audience members must be able to give feedback. Media practitioners and their Clients must be sensitive to the information contained in the feedback. This give and take can result on real understanding or real feedback.

1. The Consumers need for Interactive Communication.

People desire to be taken account of, to affect change, learn and personalise their relationships with their environment. There are a phenomenal number of reasons, which cause people to interact, which go far beyond just giving them things.

When people participate in interactive marketing communication they are told that their efforts and feedback are of positive help to the advertisers. Moreover, by participating, they then learn and understand the message from the advertiser, personalise their relationship with the advertiser and their products (or services).

2. The benefits for participating advertisers.

For the first time manufacturers advertising becomes totally accountable with payment by results only. Interactive communication provides intelligent sales through feedback and involvement. Thus allowing the building of intelligent databanks.
It allows the brands to differentiate themselves from their competition. Substantially reduce their heavy marketing investments. Additional benefits will allow the analysis of the feedback through a mass focus group allowing brand development. Whatever the consumer & manufacturer deem appropriate.

3. The Medium becomes accountable and more effective.

By the very nature of interactive “Events” the audience are captivated by the technique. Interaction alters the way viewers/readers perceive advertising, instead of being viewed as interruption advertising becomes a pleasurable and meaningful source of information. There is a substantial increase in the reading/viewing figures and it readily counters zapping.

It also allows the medium to provide evidence as to the effectiveness of the medium in terms of sales, awareness. message comprehension thus proving that TV advertising is effective (as well as magazine advertising).

The rising blizzard of commercial messages sweeping through TV shows

and other traditional and non-traditional communications channels, has become a blinding, deafening force heavily cutting into the overall effectiveness of advertising (if there ever was any effectiveness in the first place!) . Yet little is being done to quantify the massive financial drain of clutter on marketing campaigns or, even more importantly, organise a practical solution to the problem.

There has been an answer to all of AdLand's problems and it has been around for years, unfortunately the advertising industry, being wrapped up in its delusional beliefs of "creativity, reach & frequency" vehemently rejected this solution…called…interactive marketing communication.

TOTALLY EFFECTIVE-TOTALLY ACCOUNTABLE-USE INTERACTIVE MARKETING COMMUNICATION NOW!
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