Running The Numbers

Invesp Consulting spent eight months perfecting their blog rank algorithm. I’m glad they put so much thought into it, because AdPulp is ranked in the top ten and I like that.

Why does any of this matter? It doesn’t. Unless, we’re pitching a potential advertiser. Potential advertisers like to know things like “AdPulp is the 8th biggest Ad Blog in the world.” Other than that, it doesn’t mean much. There’s some ego gratification, but sadly we can’t cash ego gratification at the bank, whereas ad revenue is something the bankers cherish.
Speaking of online ad revenue, I’ve noticed quite a few people of late saying desperate things like online advertising doesn’t work. I’ve been thinking about it, and while I was originally seduced by the baldness in this particular sentiment, upon further reflection I don’t buy it. I know there are all kinds of geeks with measuring tapes running around, saying YOU CAN MEASURE THIS, YOU CAN MEASURE THIS!
Bullshit. Online ads can’t be judged entirely by number of clicks. Even when an ad is not being clicked, it’s still being “felt.” Then there are other critics saying things like the Web fails to offer the reach of TV. Right! So stop thinking about digital in a TV frame of reference. Think about what you can do with digital, not what you can’t.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.