NONE: ONLINE-ADS>> What is a "bridge page"?
ONLINE-ADS>> What is a "bridge page"?
Vince Emery (vince_at_emery.com)
Fri, 20 Sep 1996 18:06:49 -0700 (MST)
Someone asked for a definition of a "bridge page." A bridge page is a
substitute home page customized for respondents who click on a specific
banner or link.
For example, a banner advertisement appeared on Yahoo this week advertising
a contest. When I clicked on the banner, I was taken to a page headlined
"Welcome, Yahoo visitors!" or something similar, with an explanation of a
contest sponsored by American Express. This bridge page does two things for
American Express.
First, it lets Amex increase the effectiveness of its banner by presenting a
specific message targeted only to clickees who come from Yahoo, instead of a
vague, generalized Amex home page.
Second, Amex can use its bridge page to measure visitor traffic. It can
count page impressions from its bridge page to measure clickthroughs from
its Yahoo banner. (You probably already see how easy it is to make multiple
bridge pages, each counting visitors from a different source.) Amex can put
slightly different links on its Yahoo bridge page to a unique contest signup
page, to measure how many visitors from Yahoo actually enter the Amex contest.
Hope that helps clear things up.
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Vince Emery (vince_at_emery.com) 415-337-6000 Fax 415-337-6070
Vince Emery Productions Box 460279, San Francisco, CA 94146
www.emery.com Books: "How to Grow Your Business on the Internet"
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"Star Trek Comedy--The Unofficial Album" "Jim Samuels: Dean of Comedy"
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