NONE: ONLINE-ADS>> Re: Modem Media's new model

ONLINE-ADS>> Re: Modem Media's new model

Maida Stupski (
Thu, 26 Sep 1996 10:22:57 -0700

>As all of us know, the customer will not click that banner except after
>repeated impressions (6 or 7 times at least). So, each impression builds
>up to the final click, which obviously most probably will come from
>another site.

I beg to differ on the point that it takes 6 or 7 impressions to foster a
click. I've read and heard that after *3* or so impressions and no click
you can pretty much bet the end-user has seen the banner and has decided
he/she is not interested in clicking. As a matter of fact, DoubleClick has
based banner rotation on this theory for a while now. Think about your own
"surfing" habits - after seeing the same banner 6 or 7 times are you more
likely to click on it? I know I'm not... The emphasis has to be on the
*goal* of the ad campaign: branding, direct response (clicks), or
otherwise. Once the agency and the advertiser have established WHY it is
they are advertising online (besides doing it just to keep up with the
Jonses) the accountablility question becomes much clearer.

Maida Stupski
Marketing Research Manager
CNET: The Computer Network
(415) 395-7800

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