s e s s e c o Problems with r M p B III 7 A t e r a h account advertising P T People don’t click on ads Low match rates Brand safety Display ads carry an average click-through rate When onboarding offline databases, your reach is It’s embarrassing to have your ad show up on a site (CTR) of 0.1%. According to a company called Solve limited by the vendors’ dataset and match rates, whose content you don’t agree with, but it takes Media, you’re more likely to survive a plane crash, which can be as low as 35% to 40%. B2B lists time and energy to manage exclusion lists which get accepted to Harvard, or win a lottery prize than typically achieve less than half of that. As a result, avoid this properly. click on a banner ad. your ads won’t reach all your targeted prospects. Think about it — when’s the last time you clicked on an ad? And even if you do get clicks on your ads, they may not help your business. Facebook reports that as many as 90% of ad clicks are from bots, and MediaWeek reports that as many as 60% of clicks on mobile banner ads are accidental. That’s why the cost-per-lead from your advertising % % % campaigns will almost always be much worse than 14 8 2.8 your other demand generation channels. Banner blindness and ad blockers remember the recall the company or thought the ad Not only do people not click on ads, they also often last ad they saw product promoted was relevant don’t even see them. eMarketer reports that 30.1% of US internet users have an ad blocker enabled. On Source: Niel Patel, Infolinks top of that, banner blindness is the well-documented tendency for web users to ignore page elements that they perceive (correctly or incorrectly) to be ads. The result? Even if you are buying impressions, you may not be engaging your buyers. 82