Why Direct Response doesn't work all the time

GrabTheMic. Here's a great example. On this bloggers site are a bunch of comments about Iraq. The net result is that his Google Adsense bar is filled with things that are a little ridiculous when you consider what the Economist, Washington Post or other publication would carry next to a piece about the war there.

• Iraq Revenue Watch. Monitor reconstruction funds.
• Iraqi Reconstructions. Get the GSA contract data
• Leave Iraq? Get a $50 gift card from captainbargains.com
• Articles archived on Iraq from Keepmedia.com
• Need help on Middle East JV legal creation

So that's the different between DR and branding. The only data Adsense has is what's on the page, not about who is viewing the page.

Here's what the economist carries as banners as a result of a query on Iraq articles that lead you to the latest catastrophe

• Man Financial. Every future is personal
• Chicago Merchantile Exchnage free seminar on investing
• Smith Barney citigroup on getting a financial investor
• Tiffany & Co. introducing a new watch.

See the difference. Three brand ads and there is one direct response, but not for someone who wants a GSA contract contact for Iraq, but for trading hog futures.

Net, net, knowing who is reading vs. what they are reading is pretty important in the world of advertising and promotion.

Posted by rich at May 17, 2004 11:37 PM | TrackBack