Acceptable "Clickthrough" Percentages

Stephen Paynter (spaynter_at_cba.com.au)
Tue, 30 Jul 1996 13:52:17 +1000 (EST)

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And a good afternoon from downunder !

I need the Members' assistance, if you would be so kind, in indicating your
views on the following "clickthrough" percentages.

I am the joint Project Manager for a major Australian bank's WWW site. We
have placed online advertising, in these cases animated .gif images (aka
rotating ads), at two major Australian newspapers. The recent statistics
from these sources indicate the following -

Newspaper A - a daily low clickthrough rate of 1% (a Sunday) to a high of
23% (a Thursday). This percentage is calculated as -

number of clickthroughs, divided by the number of "impressions" (or number
of times the page with our ad was viewed)

Newspaper B - an average clickthrough rate of 4.6% for a period the ad
banner was placed on the Newspaper B. This period was in the same month as
Newspaper A. This average rate was calculated as -

daily average number of clickthroughs, divided by average daily number of
"AdViews" (which I am told is the equivalent to the number of "impressions").

Questions :

1. Are "AdViews" and "Impressions" industry-standard terms ?
2. Do these terms have the same meaning ?
3. Which is the best way to reflect "clickthrough" measurements - on a daily
basis or as an average over a given timeframe ? Indeed, is there a correct
or best way at all ?
4. What would the industry regard as an acceptable "clickthrough" rate ? We
have found that the daily average rate of 4.6% is almost double that of a
standard unanimated .gif strip banner. The average daily rate of Newspaper
A comes in at 8.3%.

Your views and comments would be most appreciated. Similarly, if I can be
of assistance please do not hesitate to let me know.

We still have some time left in our arrangement with both Newspapers A and
B, and we will be "testing the waters" with a couple more different styles
of ads - in this regard I thank adinnovations(www.adinnov.com) for
suggestions at their WWW site.

Stephen Paynter
Project Manager
E-mail - spaynter_at_ozemail.com.au

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