Introducing MOAT

Earlier I posted an entry extolling the virtues of Facebook advertising. I spoke about how even though my CTR was pretty low (now that I read the linked article below, I realize it wasn’t so bad), but that I had more than 100K impressions, which means exposure. Turns out the marketing minds at big brands are becoming more concerned with exposure than they are with clicks. Small business brands could learn something here.

Well, now there is a search engine just for online ads that not only will return the in-market ads for a particular search term, but will also display the heat maps of ads illustrating how long people hover over those web ads with their mouse. It’s not a click, but it is exposure, recognition, identification and a cognitive process being triggered by the message. That tends to stick with people.

Behold, MOAT.

The first set of ads features a woman that distracts from the CTA. The second image doesn't. While it gets less attention, it generates more heat on the CTA, thus making the second a more effective ad.

I’ll figure out how I can use this to my small business clients’ benefits ASAP. I just sent the good people at MOAT an email asking about whether this technology is within the budgetary reach of small businesses. Stay tuned!