Re: How much advertising is needed?

From: Ilona Jerabek <ilona_at_queendom.com>
Date: Fri 12 May 2000 11:00:10 -0400

CHRISTOPH ZIEGENBERG WROTE:
> We're working on an internet project which will need a
> lot of people to come to our site, register as a member
> and give us information to create a user profile. To
> start the real project we'll need about 100,000
> registrations and now my question:
>
> How long will it take to get this number? And how much
> advertising is needed for this?

Hello Christoph,

With a good, enticing banner (I would especially
recommend a banner that looks like a form with radio
buttons, Go buttons etc.), you can expect a
clickthrough rate of anywhere between 0.3% and 3%.
So, in order to get about 100,000 users to come to your
site, you will need to buy a minimum of 3 million
impressions (but more like 10-15 million). Now you
cannot expect that everyone who comes to your site will
register, especially if that's the first thing that
you offer on the site. People don't like giving away
their personal info. They might be willing to do that
(and give you the correct info, rather than just
something that they make up on the spot) if and only
if 1) they trust your company (which they would NOT if
you welcome them with a registration form before
showing them what your site is about) and; 2) they get
something good out of it (contests are fine but a lot
of sites offer them and I think people have their
doubts about anybody actually winning).

In a good case scenario, you can expect a 1% conversion
rate (I might be totally off on this one, we don't
require registration on our site; nevertheless that's
what I have been told), meaning that you would have to
get 10,000,000 people to come to your site to secure
100,000 registrations. So, in my estimate, you are
looking at roughly 1,000,000,000 impressions at a
minimum of $3.00 CPM (for untargeted campaigns),
translating into hefty 3M dollars on advertising. I
would be interested in others' opinions about my
assumptions, but don't think that I am totally off.

If you are interested in acquiring traffic trough
banner ads, I would be happy to discuss the
opportunities on our site, which is focused on women
(ilona_at_queendom.com; 514-745-8272). You can see out
advertising kit at
http://www.queendom.com/mediakit/index.html

Good luck

Ilona Jerabek
Queendom.com

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Received on Fri May 12 2000 - 10:00:10 CDT