We now know that 16% of web users generate 80% of clicks and that this 16% represents the lower income and education segments of the total user base. Do we really want to be held accountable as an industry by metrics generated by the lowest common denominator and a minority of users to boot?
These metrics drive the conversation and the core objectives of online advertising away from demand creation (which is basically the definition of advertising) to demand fulfillment or, put another way, direct response.
By following the flawed theories outlined above, we have allowed the internet to become a demand-fulfillment medium almost exclusively, to our detriment.
Jim Spanfeller, former CEO of Forbes.com and chairman emeritus of IAB (via soupsoup)
Read the whole thing.
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hipsterdiet said:
yea - i mean its going to be a matrix, and engagement will be a component - and the types of consumers that engage will be an aspect as well. all good points though.
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