Use with Caution
To flog or not to flog. That is the question, or so it seems the question for many in the performance marketing space. Already, we’ve seen a marked decrease in the number of sites running in the fakosphere having to do, if we had to guess, less with the potential risk of litigation and almost everything to do with the changing ad landscape. The changing ad landscape consists of sites being increasingly less willing to run the web’s ever changing version of an advertorial. While networks assuredly make less today than they did earlier in this year at the height of the flog, a number of sites still exist making sure that the legendary D can still enter Tryst like royalty. Given all that has transpired, though, including the heat being taken by branded subscription service programs, we were curious what types of sites still ran. And, we were curious to compare "our sites" with that of FreeCreditReport.com who has been subjected to much worse scrutiny than any in our space… so far. Our prediction. Instead of content issues being the ultimate source of fines, the government will go after the pill guys looking for those who charge the card before shipping the product.
Control Landing Page:
Impressions: The disclaimer language regarding the trial service and the government’s annual credit report appear above the fold on the left. The font is a neutral color that leans in the direction of blending in. The call to action button does not include any asterisk or disclaimer language. Clicking through, the sign-up process is clean, and on the credit card page, while there is easy to find language regarding the trial and the page not deceptive, you could see how people would breeze through only later wondering about the charge.
Ad: Acai Berry Scam Investigation
We Investigate Acai Berry. Is Acai a Miracle Diet or Internet Scam?
www.HealthNews4.net
Landing Page: http://healthnews4.net/1q.php
Impressions: A slight twist on the prominent "Stephanie Investigates the top diet trends of 2009 to find out for herself if these new diets work." Small advertisement text at the top. Prominent use of "As Seen On" logos that imply this product has been featured, especially given the news angle. Story told in 1st person and reads as though a journalist conducted a test with this being the writeup. Liberal use of "I" and "investigation." Bogus comments that are closed due to spam.
Ad: "Acai Didn’t Work?"
Want to Know Why?
My Wife & I Did Some Research. aProvenProduct.com
Landing Page: http://www.aprovenacaiberry.com/acaiberryland.php?t=968249852
Impressions: A different twist on the first person page. Could pass for a real site that gives off a slightly cheesy work from home vibe. Format is not in the news style or the original two column WordPress design. As for the claim in the ad, it sort of gets answered in the site test. Site has a shopping cart icon at top, not common in others. It’s designed to get placement on search more than anything. Doesn’t promote a free trial but the purchase of bottles. Customer reviews instead of comments, but no way to verify. They read a little better than typical flogs. Offers an affiliate program. Perhaps the founder, Joseph Smith is the husband in this story with Julie Smith (on the sales page) being the wife. No screenshot as there is no immediate take down risk.
Ad: Acai Berry Side Effects™
Warning: Want to Use Acai Berry?
You’ll be Shocked at What We Found.
www.WebMDReview.com/Acai-Berry
Landing Page: http://webmdreview.com/acai-berry-extreme-allinone-p-19.html?campaign=71&kw=acai
Impressions: One of my favorites. Not a first person site. Not sure what there is to be shocked about except the site name. WebMDReview. Really? Overall an ugly site that resembles a home grown ecommerce play. No subscription program being promoted. Another site designed for search traffic. Has all the bells and whistles of "real" ecommerce site whose biggest fault might just be its infringing domain name and misleading ad copy. The rest is low quality but they obviously aren’t beginners.
Ad: Acai Berry Diet Review
Putting the Super Food to the Test
Miracle Diet Product or Scam?
Landing Page: http://www.healthnews9.info/?linkid=2752
Impressions: Not winning any design awards. It’s lack of slickness and just bare professionalism could work in its favor. We’re not talking about the most discriminating of users. Prominent video of the MLM Acai Monavie. Very similar to News4 (above) with regards to the text – investigative reporter angle with liberal use of "I" in the text. A four-week summary as well. Uses "Advertorial" on the top. No shortage of fake comments, also "closed." Like so many others relies on text at the bottom to say this site isn’t real.
Ad: Mom Loses 3 Pounds a Week
See How a Mom Used 2 Products and Easily Lost 3 Pounds a Week.
News7Daily.tv
Landing Page: http://www.news7daily.tv/lp1.php?t202id=13275&t202kw=ADSONAR
Impressions: Slick looking page. Arguably the one that wants to play gray but tries to cover all the bases. Like News4 above has a small "advertisement" notice at the top along with an increasingly used "This site is not affiliated with any news publication" below the header. Also uses the logos of other media outlets and a picture of a reporter like person. (It takes a really trained eye to figure out though that the black dot on the picture on the photo is to be an asterisk which when scrolling down tells you it is a stock photo.) No use of the first person by the author, only quotes in the first person by the subject of the story, which you later read in the disclaimer something not always seen, "THE STORY DEPICTED ON THIS SITE IS REAL AND FULLY DOCUMENTED – THE BEFORE AFTER PICS ARE OF KAREN FRANKLIN OF MIAMI, FL." No mention of how much they paid Karen and what else she did. That will be an issue. Disclaimer also includes more standard language of "THE NEWS STYLE OF THIS ARTICLE IS NOT INTENDED TO BE A REAL NEWSPAPER. WE DO NOT GUARANTEE THESE RESULTS AND ARE ONLY FROM ONE PERSON. THE COMMENTS ARE ILLUSTRATIVE. THIS PAGE RECEIVES COMPENSATION FOR CLICKS ON OR PURCHASE OF PRODUCTS FEATURED ON THIS SITE." Comments… yes, closed. Lots of videos about acai adorning the right hand side. My favorite touch, the banner for a 2007 Economist Conference in Asia that clicks through to acai of course.
FYI – Price of acai at GMC – $14.99, and it’s Buy 1 Get 1 Free.
Bonus:
There are no shortage of ballsy plays in our space….
http://www.news3insider.com/health/Britney-weight-loss.html
