% Of Ad Impressions To Single Advertiser? (& More)

From: Kyle Yamnitz <c598249_at_showme.missouri.edu>
Date: Fri 29 Sep 2000 15:22:32 -0500

Hello,

I've recently sold a couple of very large campaigns
that have not performed as well as I would hope. I'm
wondering what a good percentage of a site's ad space
should be sold to a single advertiser. My visitors see
an average of 3 and 1/2 pages, so what is an
appropriate percentage for a large campaign? 1/3 of
my ad space would display the ad to each user 1 time
"on average" but of course there are users that visit
much more than 3 and 1/2 pages... So what is a good
percentage? 1/7, 1/6, 1/5, 1/4, 1/3, 1/2?

I want to be able to sell a large campaign, but I don't
want it to be so large that the campaign doesn't
perform well for the advertiser. I also know that
some think each visitor should see the ad once, others
think it should be seen 7 times by a user. Any
thoughts would be appreciated. My ad-serving software
doesn't have frequency capping though.

That brings to mind another question - can anyone
suggest an ad-serving software solution (local to my
server) that supports frequency capping? Another
issue is that some of my big ad sales are for a
combination of banners, cubes, and buttons (all of
which appear on the same page). Is there any
ad-serving software that will prevent ads from the
same advertiser from being displayed on the same page
together (i.e. prevent a cube and banner ad from the
same advertiser on the same page)?

Thanks in advance,

--Kyle Yamnitz
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Received on Fri Sep 29 2000 - 15:22:32 CDT