banner ads

Murray Fallen (cvcprod_at_mail.islandnet.com)
Fri, 19 Jul 96 16:41 PDT

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Some interesting statstics I've uncovered from my banner ads. I have a small
mall with banner ads strategically located and have just made an analysis of
the click through rate.

The average click through rate over the past couple of weeks was 32.05. The
range varied from 18 to 58.5.

Details:
I have 28 banners and the total amount of hits (that is full page hits
including graphics, etc.) was 13,106. The average clickthrough was 14.6
times or a rate of 32.0597 (13,106/28/14.6).

I have read of click through rates of anywhere from 45 to 65 times. If this
is average, then maybe a small mall like mine does have some advantages:-)

The most important thing is what is a fair rate to charge? Fair to the mall
and fair to the client. Does anyone have some suggestions?

Murray
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