Apple’s WWDC: Prime Example of Wasting Ad Views

12 Jun

Yesterday was Apple’s WWDC 2007 event, complete with Steve Jobs’ keynote (many people felt disappointed by the announcements, but the hype was just nutty). We ourselves covered it live as it happened.

While it was going on, I went around and surfed other Mac sites. And what I found was highway robbery.

When all was said and done, we pushed roughly 150,000 pageviews during that event. People were refreshing the live page like mad, wanting to know what was going on.

It also made sense not to have any advertisements on that website – if someone is following a liveblogging event, that isn’t normal user behavior. They won’t look around at the site. They have one singular purpose – to get the news as it happens.

So when I visited sites like Engadget, all I could think of was – highway robbery.

Engadget is a big site, so a good example. If we did 150,000 pageviews, it is safe to say they did 1.5 million pageviews. For those looking at it from an advertiser’s perspective, 1500 blocks of 1000 ads.

The liveblogging that Engadget did was on a regular blog post. So people, wanting to know what was going on, kept refreshing that post. That post (of course) was complete with ads. So – if I was an advertiser paying $5 CPM, I basically just got burnt for $7500.

Donna Bogatin covered Greg Stuart’s keynote where he argued that of the $295 billion spent in advertising ever year, over $112 billion is wasted.

Ad networks are supposedly going to be more pro-active and assigning ‘quality scores’ to sites based on their advertising response – sites that throw up ads while doing a liveblogging event need to be hit hard.

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