Notes: Chapter 2
1. Cox, Jim, American Radio Networks: A History, page 123.
2. John Wanamaker was the founder of the department store that went by his name, the first in Philadelphia, Pennsylvania, and one of the first in the United States.
3. For click-rates around the world, please see a study by Smart Insights.
4. If you believe what Solve Media says, you are 31 times more likely to win a prize in the Mega Million lottery, 40 times more likely to give birth to twins, 87 times more likely to get accepted to Harvard, 279 times more likely to make your way to Mount Everest, and 475 times more likely to survive a plane crash than to click on a banner ad.
5. Interestingly, only 8 percent of Internet users account for 85 percent of clicks.
6. And guess what? It’s mostly the poor and the uneducated who click on banner ads.
7. Please read ComScore’s US Digital Future in Focus 2013 Report.
8. A 2012 ComScore study showed that 31% of ads were not in-view, meaning they never had an opportunity to be seen. There was great variation across sites where the campaigns ran, with in-view rates ranging from 7% to 100%. Two and a half years later, Google reported that 56% of the ads served on its network could never had been seen!
9. At a minimum, the data suggests that if you think a click-through rate of 0.04% is an indication of anything in particular, you might be stone-cold wrong. You might just as well divine the future from a goat’s innards.
10. For a good laugh, see Goodby Silverstein & Partners’ Click, Baby, Click! Commercial for Adobe.
11. Twitchell, James B., Twenty Ads That Shook The World: The Century’s Most Groundbreaking Advertising and How It Changed Us All, pages 184-193 and 154-161.
12. That was exactly 55 years ago. Legend has it that some wise-guy managers placed bananas on their secretaries’ desks; following the secretaries’ complaint to Xerox, the commercial never aired again.
13. Cracknell, Andrew, The Real Mad Men, pages 125-131 and 138-143.