Our universe has confounded scientists. Technically everything in it should have long ago dissipated after the Big Bang into nothing, like any other explosion. Instead, the planets in the solar system, the stars in the Milky Way and the local Super Cluster of galaxies like it, in relative terms, are bunched together in a happy little community of tangible matter. “Dark Matter” is the term that has been coined to explain the unseen glue of unknown origin that holds it all together (gravity with no mass). It is never thought of but nonetheless extremely crucial.
We all know a great Ad when we see it. It’s well documented that Ads experience a halo effect when positioned within the context of a strong media brand and further research by an ABC Accenture Study shows an additional, even broader halo effect that advertising on TV and its related platforms has on other modes of advertising.
It stands to reason that the opposite is true. Bad Ads can not only have a negative impact on a Brand but on the site which it appears as well. Pop Up’s are a distraction and general nuisance to consumers who are trying to engage with content on a website which ultimately leads to them abandoning the publisher all together. This is the “Dark Matter” of online advertising, because although no one is measuring its true impact, it’s extremely crucial. The only difference is that it’s not holding your Brand or your Site together… it’s blowing it to smithereens;
On paper we see high IMPs and low CPMs. But in reality, you’re better off broadcasting those banners into empty space.
