ANDY BOURLAND <andybourland_at_yahoo.com> WROTE:
>BRAD JENSEN <brad_at_elstore.com> WROTE:
>
>> Now with the web, you can do this. The publisher and
>> the advertiser can track the viewer in a manner they
>> can generally agree on, at least to the point of the
>> initial response action - the click.
>
>The weakness in this argument lies in the premise of
>the "click" being the primary response people have when
>viewing an ad. 99.75% of all banner ads <if not more>
>are not clicked on. Why then, would a click be the
>foundation for all ad pricing?
They're not clicked on because they're being driven by
old schoool CPM'ers who think that if they just drive
enough people through the banner, they'll make sales.
Doesn't work that way.
Proof of that is http://www.PillowMail.com, which was
built to specifically test and prove CPA's ability to
deliver. And it does: Our average minimum CTR is 4%.
An average of 5% of CTR's (among those we can measure
via link tracking) result in sales.
--
Rob Frankel, "Yes, I really do turn users into
evangelists for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
FrankelTips Weekly at: http://www.FrankelTips.com
The Book/Tapes: http://www.RevengeOfBrandX.com
FrankelBiz for FREE at: http://www.FrankelBiz.com
818-990-8623 - 888-ROBFRANKEL - AIM ROBFRANKEL
Received on Sun Nov 25 2001 - 08:49:10 CST
