Hi I have a transgender forum /support board . primarily, it's for adults . I wont allow Hook ups or dating . I also want everyone regardless of gender to feel welcome to post within a few guidelines . Still, I dont knw where I can put an ad .
When people are online, they are TASK oriented. This is why search CAN work very well. IMHO, branding on the Internet happens ON THE ADVERTISERS WEBSITE, not as a result of seeing search ads. Ads must be relevant to get consumers to visit the website but the brand experience and interaction happens on the website and involves the process of getting to the right information on the website.
I've worked with clients across industries from CPG to home builders, dating, retail and numerous others. Traditional metrics applied to search often results in hundreds of thousands of dollars in click fees being flushed down the toilet. The emphasis is put on clicks and impressions and not on how the consumer engages with the website. If someone is actively looking for something and they don't click on your ad or they click on it and then immediately bail from the site, has the advertiser succeeded because they got a targeted impression or click or have they failed (and maybe even damaged the brand) because they did not deliver what the consumer explicitly stated they were looking for?
On the banner or rich media side, it seems like the jury is still out. From a DR perspective, I haven't yet seen an online media campaign that shows any kind of reasonable return based on click-through sales or other click-through performance metrics. If you look at view-through metrics then they can look like fantastic investments, especially those using lead back or similar technology. I've seen numerous studies that media vendors and networks publish that claim it all works but am still not convinced. Do the ads (when judged on view-through metrics) work because the ad has an influence on behavior or was the consumer already going to take the conversion action regardless of whether or not they were exposed to the ad? Which came first, the chicken or the egg?