Need Ad Impressions? Try Pennies.

Anyone who knows me knows I all but despise banner advertising as a means for reaching an online audience. Some banners advertising can be effective for that generic all-encompassing category of marketing referred to as "branding" -- but if you're actually trying to take advantage of all the tracking and measurability that online advertising can provide (and heaven forbid SELL something!) banners suck.

I found this post from zoomdoggle.com the other day that provides a detailed account of their attempt at "luck-vertising." You've probably all heard that it is good luck to pick-up a penny if it is heads-up. These guys have taken that cliche and are in the process of turning it into gold... well... maybe copper.

I thought it was a clever idea, but when the drew the analogy to cost-per-click advertising -- I knew they were on to something.

"Advertising online starts at about a nickel per click. This cost just one cent per message. The metrics don’t quite add up that way, but the face remains, yesterday (the day we spread the luck) was out best traffic day yet. That said, it was well worth the effort. From here on out we’ll be distributing $5 in pennies per week. That’s 500 hand-labeled coins. If you find one, pick it up. And drop us a line."

If anyone IS considering banner advertising, my advice is to give luck-vertising a shot first. With a well-planned message and landing page, I'll bet you a shiny new penny your conversion rate will be higher than a typical banner campaign.

At least that's my two-cents worth...