As much as and as quickly as media options change they stay pretty much the same. And as the force-winds of technology push us forward we quickly adapt.

Or do we?

It's a riddle. And we keep searching for the answer that is just under our very nose.

A recent blog post by Bob Hoffman, CEO of Hoffman Lewis in San Francisco and St. Louis, uncovers Top Ten Double-Secret Unknown Facts About Advertising. The list follows in its entirety .... with thanks to Bob for his investigative and inquiring mind.

An do drop by his insightful blog, The Ad Contrarian.

Top 10 Double-Secret Unknown Facts About Advertising
1) 99.9% of people who are served an online display ad do not click on it.

2) TV viewership is now at its highest point ever.

3) 96% of all retail activity is done in a store. 4% is done on line.

4) DVR owners watch live TV 95% of the time. 5% of the time they watch recorded material.

5) 99% percent of all video viewing is done on a television. 1% is done on line.

6) The difference in purchasing behavior between people who use DVRs to skip ads and those who don’t: None.

7) Since the 1990s, click-through rates for banner ads have dropped 97.5%.

8) Since the introduction of TiVo, real time TV viewing has increased over 20%.

9) Baby boomers dominate 94% of all consumer packaged goods categories. 5% of advertising is aimed at them.

10) TV viewers are no more likely to leave the room during a commercial break than they are before or after the break.
If you would like to print a nice, clean copy of this list and pin it up on your boss's wall, you can find it here.

Here are my sources:
1. DoubleClick, Benchmark Report, 2009
2. Nielsen Three Screen Report, Q1 2010
3. U.S. Department of Commerce, Q2 2010; Nielsen Three Screen Report, Q1 2010
4. Duke University, Do DVRs Influence Sales?
5. Nielsen Three Screen Report, Q1 2010
6. Duke University, Do DVRs Influence Sales?
7. Li, Hairong; Leckenby, John D. (2004). "Internet Advertising Formats and Effectiveness". Center for Interactive Advertising. And DoubleClick, Benchmark Report, 2009
8. NielsenWire, Nov. 10, 2009
9. Marketing Daily, July 22, 2010
10. Council for Research Excellence, May 10, 2010


Josh Klein said...

Before you print it out and tape it to the wall, consider reading the sources for yourself, where you'll find a very different picture of the "age of hysteria" in digital advertising.

You can read my debunking of Bob's post here:

Paul Benjou said...

Josh ... All your points are well taken and I do encourage my readers to explore your interpretation of the facts.
That being said, the polarizing effect that the web has on the fringe die-hards often leads to this kind of healthy discourse.
It only takes one bad apple to spoil a barrel. Frankly I have seen far too many bad digital apples misrepresenting facts. That's not your fault Josh ... and I applaud your counterpoint. But I also wholeheartedly accept Bob's take to cut through so much of the bullshit.

Josh Klein said...

Fair enough! I think you (and Bob) are absolutely right about there being hyperbolic irrational exuberance (chew on that phrase... fun!) surrounding "new" media.

I think you'll find most of the other things I write try to temper these folks, too. For instance, my big point about "social media" is that it's just good 'ol fashion word of mouth, but suddenly a lot louder.

And I DO believe TV is a great advertising tool. I just don't think it's the only one.

Thanks for keeping the discussion going!