So, today I saw an online ad I absolutely loved. It was for Oral-B Triumph. Yes I wrote Oral-B Triump a suped-up toothbrush. Why do I love it? First, it was a packaged goods product which until recently I thought would be the last to embrace the internet for advertising. It is welcoming to see agencies for traditionally big TV and print spenders finally wake up and see that they can accomplish their goals online. The banner ads themselves are very clean and even if you do catch the entire ad, the last frame tells the whole story (one of my personal best practices which is the final frame is the most important one), but the flash microsite is also well done. Sure the frame is a little busy, but I like the rollover features to demo the toothbrush, plus the demo, and product features. Again, try getting that information in a 30 second TV commercial.
Now for the most annoying, neanderthal marketing I've seen recently. Yes, I'm speaking about the childish shadow dancing LowerMyBills.com ad that won't go away. Every time I log into my Earthlink webmail (I have DSL), I'm guaranteed to see these awful ads multiple times in a session. Now, it is no surprise that they either have a CPC or CPA deal with Advertising.com because that's what is typically responsible for the banner ads in Earthlink. Plus, according to TNS, they were the 12th largest spender of online advertising in October 2006, but they are just wasting their money.
Personally, I lived on CPA deals while at Harrisdirect so I can appreciate a well-oiled acquisition machine, but to rotate in the same ad, over and over again is just bad planning. Sure, I had the famous Elsie Lee Harrisdirect ad which was my #1 served ad for over 2 years, but I still rotated in as many as 7 ads in an individual placement at one time and then let my ad server, BlueStreak, figure out the optimization. There is no way that the shaking shadow ad can possibly be that succesful.
About 2 years back I had a phone interview with LowerMyBills but decided against continuing because I didn't want to move to California. Back then, they were very proud of their spend and I have to admit I was intrigued to run such a large campaign. Now, they look like a shaking shadow of themselves and forgot to either pay their creative agency for new ads or just got lazy towards the end of the year.