ROB FRANKEL <Rob_at_RobFrankel.com> WROTE:
> >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.
If I were something of a cynic, I might make the guess that
it's actually savvy branders who could care less about
clickthroughs who design ads that build awareness and drive
a message home without ever needing anyone to click... all
at the expense of the publishers who carry their ads on a
per click or per sale basis.
> 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.
I think you as a publisher are an exception to the rule,
Rob. I haven't seen the ads you run on PillowMail, but I'd
venture a guess that you have more control over appearance
and message than the average publisher does over
CPC/CPA ads that run on their site.
Am I right? Or do you let any ol CPC run on PillowMail?
Andy
=====
Andrew R. Bourland
... Stay tuned!
Received on Mon Nov 26 2001 - 11:55:30 CST
