Safety Cap's Journal: DoubleClick's #2 starboard is on fire; landing gear down

Oh, the Humanity!

Now, you may wonder why I'm so hard on them--they're just trying to make a buck, right? The issue is their model was based upon tracking people; you don't have to do that in order to figure out what ads people like.

If you have multiple clients, then you can say to them, "Everyone who saw your Coke ad went to a site that sold Magazines." Then the Coke people could get with the magazine people and make babies. Will they sell more Coke or Magazines? No, because they're missing the point. People don't buy product on the spot based upon ads they just saw (Saturday morning children's sales hours--interspaced with stupid cartoons--exempted) on the tube.

What are the point of ads on the internet? I believe the best use is brand awareness. Advertisers are not going to get the clickthroughs they think, because most ads suck ass and people only "see them" subliminally. Conversely, why are there Sprite ads on billboards? You can't obtain a Sprite on the spot when you see the ad. The point is brand awareness; the next time you're thirsty, hopfully you'll select our tasty beverage product. Obey your thirst©(TM)

So, may DoubleClick roast in the fires of a thousand hells. Maybe they'll get it right next time, but I doubt it.

Brand Awareness

[gmhowell]

You have just mastered marketing 101. The ONLY point of advertising (well, most advertising) is brand awareness. Even during Saturday morning advertisement blocks. One of the few exceptions are those Pizza Hut commercials you see at about 6-8 in the evenings.

Re:Brand Awareness

[jawtheshark]

One of the few exceptions are those Pizza Hut commercials you see at about 6-8 in the evenings.

Nah, also covers marketing 101... There isn't a particular time in the day where pizza is good. It is well known that the best hackers live between 23h and 6h in the morning. Who do you gonna call if you get hungry at 3h in the morning, eh? Not the local restaurant, they are closed. Of course: Pizza Hut... Food for hackers since 1958. ;-)