Comments on: Don’t Click Here: Wendy’s Non-clickable Chicken Banner

By: Ari Rosenberg

Ari Rosenberg — Mon, 23 Jul 2007 01:51:09 +0000

thanks for the tasty and somewhat spicy feedback — glad I found this string and thanks for spending time with my column.

Ari

By: Todd

Todd — Wed, 20 Jun 2007 21:04:10 +0000

@ Susan

> viewthrough… they could indeed be gaining
> userful metrics from a banner that you
> can’t click.

Good point.

We are actually tracking viewthroughs on a current campaign.

I look forward to seeing what portion of the traffic viewthroughs account for.

> Forrester around the measurement of online
> media tracks a continuous decline in click
> through rates (CTRS) over time.

I wonder if that includes CPC text ads or just display advertising?

By: scurtisarc

scurtisarc — Fri, 15 Jun 2007 14:53:45 +0000

Or are they ahead of a curve? Recent research from Jupiter and Forrester around the measurement of online media tracks a continuous decline in click through rates (CTRS) over time. The response? Stop measuring click through and start accounting for post impression lift in purchase intent and /or attitudes about the brand.

The new metric? “view throughs” – a method using cookies and ‘match-back’ pixels on the website. Together, they enable a you connect exposure to a media unit and site visits at a future date.

If Wendy’s is using a more advanced market model mix to measure the value of their online media campaigns, they could indeed be gaining userful metrics from a banner that you can’t click.

By: Mike Pugh

Mike Pugh — Fri, 15 Jun 2007 13:58:55 +0000

Breakthrough, no. Good idea, yes. Some things just don’t need a landing page, and a chicken sammy is one of them.

Todd – I feel like we were almost here with the Friskies Dry pre-comm pointrolls. All the info was in the banner, so why drive people anywhere else?

What’s exceptional about the Wendy’s ad, though, is their brazen contrarianism (“There’s no web site. Don’t click…”).

By: Kathy

Kathy — Fri, 15 Jun 2007 00:35:49 +0000

So unexpected! Not the norm, for sure. I’m curious if they did any pre-research on the ad before placing it to see if they could anticipate its potential effect once live?