Thus most ads, particularly those for established brands, are simple reminders looking to catch the attention of someone in current need of that product, service, or information. However, there are exceptions, particularly the introduction of a new brand where consumer 'education' is paramount.
This is most easily seen in TV automobile ads. At the beginning of the model year the ad spots are highlighting the 'improvements', 'gizmos', and selected specifications: educating; later in the cycle the ads have dropped 'facts' instead pushing 'feel': emotion charged reminders.
And just why should a webdev care?
So far I've just spoken about 'brand familiarity': teaching the new, reminding about the old. How many of you selling ads directly knew the difference and suggested supportive campaigns? Thought about how cpm and cpc might differ for each? How conversion funnels might best vary for each? Etc.
Effective frequency depends on three factors rather than on a single exposure level. These three factors are brand familiarity, message complexity, and message novelty.
Gerard J. Tellis
Effective Frequency: One Exposure or Three Factors?
Journal of Advertising Research, July-August 1997.
Next we come to "message complexity". One can not exactly stuff much complexity in the typical text ad. Have you thought about how best to offer educational branding campaigns on your sites? Remember that the ad agencies and corporate ad departments are generally web noobies and most of those who are not only know text ads and equivalent small display ads. They need to be educated about possibilities...do you have any to offer?
And finally, what webdevs love best: "message novelty". Of course you do, simply replace 'novelty' with 'virality'. Exactly.
Once you begin to sell ads directly all the old offline knowledge sets come into play. Have you studied how best to adapt advertising theory and practice to the web? To your sites? Just as many webdevs instinctively optimise both for users and SEs, and some for ppc, they should also be optimising their ad offerings, their major revenue streams. You've built it, they are actually coming...now sell some drinks and fast food and ad space...