hedonic boosts part 2
Legend has it that the website banner ad was born on or around October 27, 1994 with HotWired.com, and among those first hosted ads were placements from Volvo, AT&T,and 1-800-Collect.
In those early days click rates could be anything up to 80%.
Fast forward to today when an industry average is something closer to 0.05% and a campaign result of anything above that number is call for a party.
I'm all for the maxim that in order to achieve success one needs to learn to love failure but there comes a point...
One description of what psychologists call system justification bias tells us that '[its] effects are exacerbated when people are under psychological threat or when they feel their outcomes are especially dependent on the system that is being justified'.
Such is life in agencies.
In the interim perhaps we should be thankful for those 0.12% hedonic boosts, and keep making those banner ads.
