Windhoek missed the point?
Last week with all the election hoo-ha I was checking on the 24.com election site quite regularly (every 15-20 mins or so) and couldn’t help to notice the massive Windhoek banner ads displayed all over the site.
What I found that was quite interesting was that even though I was refreshing the page every few minutes the ads were still displaying (for those that don’t know, one of the more popular banner ad placement options are to select how many times an advert displays to each viewers so that you don’t waste your impressions on users that don’t want to click on your banner).
I was also quite intrigued that there was no call to action on these banners and finally decide to click on one of them.
Once clicking on the banner I landed here. A small microsite that has the 3 TVC ads displayed on them and nothing else.
At first I thought I was missing something, that there must be something more? The main reason that you select going web is that everything is measurable or with web campaigns you can get user analytics on usage and interaction, or even further still use expensive marketing props such as TVC’s as extensions to build larger consumer databases. In essence, banner campaigns are about ROI, getting something for your buck.
They had none of these. Just 3 adverts. Again, am I missing something?
What I find even more interesting is that I decided to tamper the little promo site to at least check if they are measuring the amount of views per video. But no, once again it seems I am thinking too far, they have no analytics installed on this site giving them any information at all…
Can anyone shed some light on this?
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Comments ( 8 )
Chopper added these pithy words on Apr 30 09 at 9:15 amI know. Even worse was the text ads “Keep it real this election yadda yadda yadda…” on mobile that links through to a big green Windhoek banner.
100% pointless.
Johann added these pithy words on Apr 30 09 at 9:31 amAgreed. I spotted another banner on 24.com home page. I wonder who is the agency responsible and if there is a bigger story to this.
Rafiq Phillips added these pithy words on Apr 30 09 at 9:48 amI think the point of the ads to let users know that like the elections, Windhoek is not suitable for under 18s and you need to drink/vote responsibly?
coda added these pithy words on Apr 30 09 at 11:09 amClient-side stat scripts (Google Analytics, for example) are less reliable than a solution installed server-side with direct access to the server’s access logs, so they could very well be measuring the traffic, but there’s no way for you to tell. Just an FYI.
Johann added these pithy words on Apr 30 09 at 12:55 pm@coda, yes agreed. Although just having a microsite with the 3 TVC’s is a slight waste. I can think of loads of things that you could add to that (with little cost) to vastly improve it.
If you are going to spend money directing people to somewhere might as well make it worth their while (and yours).
Hein added these pithy words on Apr 30 09 at 4:15 pmHmm, didn’t notice them.. must mean Adblock is doing its job.
griffin added these pithy words on May 20 09 at 1:21 pmI also wondered about this. It was done utterly crap and I don’t think there was actually any thinking behind this.
