November 11, 2008 at 20:01Runner: context is no longer ashamed
The anti-crisis sermon, with which professional conferences in any fields will probably be accepted for a long time, the Runner also read at the Ashman's “Search Engine Optimization”. Introduced by his colleague, the bearded Mikhail Kozlov, the bearded Boris Omelnitsky, spoke about why the crisis will improve the atmosphere in the market and why switching from a media to a context now doesn’t mean to face the dirt.
Boris (obviously, the focus of the spread of beard in the company) began in the spirit of realism. Over the past two months, click-through rates for financial services, manufactured goods, real estate (-16%) and logistics (-22%) have shrunk. But on the other hand, they continued to lower rates in computer and household appliances, health, leisure and education.
And this, whoever doubts, is a good sign. “The crisis will improve relations in the market,” says Omelnitsky. Cooling too hot topics does not hurt the market.
Without directly linking it to the crisis, the Runner speaks of improving the population’s literacy in contextual advertising. For two years since October 2006, it was easy to follow the statistics of advertising campaigns in the context of 45% (it was 22%), and analyze sales - 22% (it was 10%). Those who do not evaluate the effectiveness of campaigns at all or who evaluate it “intuitively” became only 9% (and there were 36%).
In addition, the “loyalty” of advertisers has grown - 48% of those placed in the context of “Runner” do not place ads anywhere else.
And the number of such prudent economs will increase: rates are falling, the media is becoming unprofitable, sites are being freed up for context. So, Boris concludes, soon in the market it will become normal practice to completely abandon the media, which already has almost no effect on sales and performs only image functions. Everyone will do that, which means that it will not be embarrassing for colleagues and competitors.
Boris (obviously, the focus of the spread of beard in the company) began in the spirit of realism. Over the past two months, click-through rates for financial services, manufactured goods, real estate (-16%) and logistics (-22%) have shrunk. But on the other hand, they continued to lower rates in computer and household appliances, health, leisure and education.
And this, whoever doubts, is a good sign. “The crisis will improve relations in the market,” says Omelnitsky. Cooling too hot topics does not hurt the market.
Without directly linking it to the crisis, the Runner speaks of improving the population’s literacy in contextual advertising. For two years since October 2006, it was easy to follow the statistics of advertising campaigns in the context of 45% (it was 22%), and analyze sales - 22% (it was 10%). Those who do not evaluate the effectiveness of campaigns at all or who evaluate it “intuitively” became only 9% (and there were 36%).
In addition, the “loyalty” of advertisers has grown - 48% of those placed in the context of “Runner” do not place ads anywhere else.
And the number of such prudent economs will increase: rates are falling, the media is becoming unprofitable, sites are being freed up for context. So, Boris concludes, soon in the market it will become normal practice to completely abandon the media, which already has almost no effect on sales and performs only image functions. Everyone will do that, which means that it will not be embarrassing for colleagues and competitors.