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Why is Online Advertising Held to a Different Standard?

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Expecting advertisers to click on a banner ad is like expecting a newspaper or magazine reader to turn to a page and suddenly get up buy a car. Why is online advertising held to a different metric than other advertising?

Think about it--TV ads interrupt the energy of a television program, but advertisers don't expect an immediate response.

When we focus exclusively on clicks, we lose sight of 98 percent of the audience that's been exposed to the ads--impressions. Advertising is about building brand through awareness, consideration, purchase intent, with great creative. Eventually online exposure leads to sales, just like magazine, newspaper, radio and TV advertising does. We need to rethink how digital advertising is measured, since it builds brands, leading to increased revenue.
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Navigate Boomer Media has emerged as the largest online boomer media source representing 110 boomer focused sites for advertising and content delivering 1.5 billion impressions per month. We also have email, mobile and caregiver databases with over 200 data segments. We are a transparent online rep firm as opposed to Ad Networks--they don't always share where your ad impressions are published. They also offer sponsorships and content placement, something ad networks can't do very well with an automated system. We are pleased to offer premium placement above the fold and on key content pages. 

The largest categories are travel, wealth, health, automotive, packaged goods, retail, pharmaceutical, books and home builders. Baby boomers purchase the majority of these products. 

We have 10 talented colleagues with sales offices across the U.S. to serve our clients--marketers and ad agencies targeting consumers ages 46-64 online.  

Turns out that advertising agencies can't use Google Ad Planner for their campaigns every quarter because the client or Marketing Director could do the same. So where is the value? It also known that remnant space can be automated--but time and time again we see women's clothing ads on men's web sites--this does not increase conversion.  

At Navigate Boomer Media we believe in good old fashioned custom media plans with content, display, direct all to the same target audience with complete transparency--thereby increasing conversion. Or how about geo-targeting, HPTO's, eNewsletters, landing pages, sponsored content or event announcements.
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