Re: Defining Rich Media banners for the purposes of Pricing

From: Brad Jensen <brad_at_elstore.com>
Date: Fri 09 Feb 2001 08:45:15 -0600

ROBERT KNIGHT <rKnight_at_corp.RU4.COM> WROTE:

> The power of using a real-time ad serving solution is that
> you can then substitute content and different media types
> without re-approaching the publisher. Less work for the
> publisher and dramatically less work for advertisers as
> well! There is no reason in this case that a publisher
> should charge more based on the type of content you are
> showing, unless the publisher is covering the bandwidth
> cost of serving the object (see below).

Or because he knows that he loses a certain percentage of
repeat visitors by allowing rich media so he has to replace
them with new users, and meanwhile he has lost their ad
revenue forever.

I wonder if anyone has done an a-b test on a large-hit site,
showing rich banners to visitor A, then GIF to visitor B, and
then tracking them for repeat visitation over 30 days. How
soon do they leave the site? How many page views do they do
on the average? How many never reach the second page?
What's the dropoff.

I have a guess what the answer is, and it says that the
publisher showing rich banners makes more money today - and
loses more revenue over time.

Brad Jensen







Received on Fri Feb 09 2001 - 08:45:15 CST