Yes, people do see ads

Our very own Jakob Nielsen, the guru of usability, has once again been out to claim that nobody ever looks at ads online and that advertsing online in other forms than search marketing is a waste of time and money.

I respectfully disagree. While it’s true that search advertising is a much more context relevant advertising product than display advertising, there are lots of validated studies that show that display advertising is a very effective part of the advertising mix when it comes to branding and awareness.

This just goes to show that even if we don’t click, we still recognize the messages we supposedly don’t see. I for one always know when the Tuborg Christmas beer is released in the Danish market, because the advertising is all over the place online in Denmark. And I see it even if I don’t click. The same with a M&M’s ad I noticed the other day. I noticed it. But didn’t click.

Research and statistics can be dangerous things. There is real truth in the old saying that there are lies, damn lies and statistics. Not to say that Jakob Nielsen isn’t doing great research, because he certainly does. But to say that you can always analyze your way to different conclusions.

Vad NU! is a consultancy company owned by Mads Kristensen and specialized in helping clients take advantage of the business opportunities created by new media. Click to learn how I can help you and your company.