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NONE: Re: Ad Exposure et al
Re: Ad Exposure et al
Donna Dolezal Zelzer (djz_at_efn.org)
Sat, 27 Jul 1996 20:40:57 -0700
> Anyhow, whatever you think about it, my problem is that since no two
> products, people, economies, and on and on are the same, how can you *say*
> this is how many times it takes!!!
> We have this craving for rules and standards, hoping somehow to quantify it
> all... even when we know we can't.
Well, I mentioned this topic in the first place in the context of counting
unique visits to a site (unique visits meaning different individuals). My
point was not the actual number of visits/viewings it takes, but that since
it usually takes more than one viewing to get someone interested and
possibly more to actually sell them, having the same ad seen 5 times by
1000 people might actually be better than having it seen once by 5000
people, in terms of actual sales. (That's assuming ofcourse, that the ad is
placed where a significant fraction of those 1000 people would reasonablly
be interested.)
more thoughts on the subject of ad exposure. and etc.......
This whole thing is so new, do we even have any idea of what people's
response habits are? For example, sometimes when I;m in the middle of
something online and I see an ad that interests me, I'll hop over to the
site just long enough to see if the site follows up on the promise of the
ad. If it does, I'll bookmark it and come back later, when I have time.
Which means that any further visits will be not counted as coming from the
place where i first saw the ad.
So if I do buy eventually, how in the heck can a % of what I buy get sent
to the page that originally referred me? Sure they could ask me where I saw
the ad, but I;m probably not going to remember. And they could have
different pages for different ads on different sites, but I might not
bookmark the page I came in on.
I have this feeling that there's too much of a tendency in web advertising
to expect the media (the site accepting the ads) to do all or most of the
tracking, rather than the advertiser doing it themselves. When I place ads
in print media, or send out direct mail, I code each one, and can track the
response and compare to the cost and decide if it's worth doing again. Why
not do the same sort of thing with web advertising? (There have been some
ideas earlier on possible ways to do this.)
Donna
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Donna Dolezal Zelzer (djz_at_efn.org)
Starlady's Home Page: http://www.efn.org/~djz/index.html
----
The Online Birth Center (pregnancy, birth, midwifery, breastfeeding)
http://www.efn.org/~djz/birth/birthindex.html
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