Rob Frankel <Rob_at_RobFrankel.com> wrote:
>Boy ain't that the truth. On one of our sites, we track
>this stuff for effectiveness:
>
>Click through rate for client-produced ad: .05%
>Click through rate for agency-produced ad: 5.78%
>
>A 100X difference. Everything else was identical
Rob, I'm afraid you are simplifying here. Client-produced
ads will indeed in most cases be less 'internet like' than
agency-produced ones and thus will be clicked less. On the
other hand you have to see what happened afterwards. I have
seen cases when a banner was clicked less than another,
but the people who had clicked the first one actually
bought more, so much in fact that the sales/impressions
ratio was better.
Take the well-known punch-the-monkey banner. Great for CTR,
I also tried it, but I don't even remember what was behind
it. In my point of view, this is all a question of
targeting, which the client will be better at than the
agency as they know their (potential) clients best. So
what is the solution? Simple, close cooperation between
agency and client from the
concept until the end of the campaign.
Just my 2p.
Jean-Marie Vogel
P.S.: Rob, first time I see someone's sig longer than the
actual post... Would that not be an example of overbranding?
Received on Thu Dec 13 2001 - 09:11:01 CST
