But sometimes Banners win. And here's how:
Google has recently updated Trends with a new feature - the ability to search approximate web traffic against other sites. It's quite amazing to be able to compare, so simply, one site to another - especially in the same category.
For example, check out the traffic patterns between the National Post and the Globe and Mail:
Although we can't fully understand what lead to the dramatic rise in the Post (increased circulation, awareness ads, SEO), a graph like this would probably raise questions at the Globe and Mail - especially for advertisers who are trying to speak to the same audience.
Another example is even more interesting. MTV.ca vs rival Muchmusic.com.
The spike in June is most likely to the Muchmusic's biggest event of the year - the MMVA's. MTV seems to have a stronger TV program schedule (the Hills...) and their peaks most likely reflect series finales or new programs.
Finally, a personal point of interest, Canadian political sites. Let's take a look at the Conservatives, Liberals and NDP:
These results are interesting and sad. Even in the midst of a leadership convention, the Liberals couldn't generate more than a few thousand uniques a day. And the Conservatives and NDP? Non-existent. With the current success of American candidates, these groups might want to think about beefing up their web strategies. Or at least play around on Google Trends first.
Found on Laughing Squid.
Finally, a user-generated content idea that really hits home. Wonderbra has announced that they are going to be holding an open casting call in London to find their next models. It is being billed as the largest underwear shoot ever.
Here's to the million views that the post-tryout video gets. Only one question: What percentage of those views will be male?
Who got hurt? "Traditional media" - especially TV and News.
Put another way, these top-tier marketers increased measured internet spending by $1 billion; slashed newspaper spending by $674 million; and cut TV budgets by $406 million.
This is not to suggest that traditional media is dying, but the web is growing. And when budgets get tight, most markers seem to gravitate to spaces that can prove the success or failure of their campaigns.
Over the last year, I've become addicted to Wired. At first, I thought it was a tech nerd magazine - something that only early adopters could read because it was too advanced, to technical, too geeky.
But after reading the last year of issues, I can honestly say its one of the best magazines out there. Not just for the latest in technology but mainly because the magazine's editor - Chris Anderson - is so forward thinking.
From articles about global warming to the latest news on Facebook, Wired is essential reading. Pick one up the next time your in an airport (and are sick of reading US Weekly).