If you can't get their attention, give them something they can't ignore

The latest comScore data tells you that 6% of the online population accounts for more than 50% of all clicks on display ads. That means 94% of the online population isn't clicking, period. And that means the click-through rate as a metric is fatally flawed and, unfortunately, so is the industry that depends on it so heavily. So, what does it take? How do you get (and keep) the coveted eyeball for more than a split second? How do you crack the scarcity code? Be different and remember the following: transform your marketing communication into an entertainment, service or utility. As a service, deliver something that will make someone's life easier or show him the world differently.