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NONE: Re: ONLINE-ADS>> BANNER ROTATIONS vs. AD FLIPPING
Re: ONLINE-ADS>> BANNER ROTATIONS vs. AD FLIPPING
Mark J. Welch, Esq. (markwelch_at_ca-probate.com)
Sat, 12 Apr 1997 09:36:02 -0700
It was unclear from your message whether you are simply dealing
with potential advertisers who are unfamiliar with banner advertising
(e.g. they do not comprehend the industry norm of rotating multiple
ads), or if you are discussing something else.
You did not indicate whether you mean "rotation" in that several
ads will be displayed to different users, or if by "rotation" you meant
the idea of "ad flipping," in which several ads are rotated for a
single user while viewing a single web page. The former concept
is easy: you tell the advertiser that they will get Y impressions for
their $X payment. There are many studies regarding the effectiveness
of banner ads, and you can structure many different payment
arrangements (including considering "click-through" instead of
"impression" charges).
If you are talking about "ad flipping," then I have to say that I think
you have a difficult battle ahead of you. Our local newspaper's
web site (http://www.hotcoco.com) uses "ad flipping" and no
matter how strongly I express my desire to advertise (because I
have had incredible results from other forms of targetted banner
advertising), they refuse to provide any statistical information
to counter my intuitive belief that "ad flipping" will result in a
dramatic drop in effectiveness. Hence, their charge ($602 per
month) seems unreasonably high for the number of visitors
they appear to have (apparently about 10,000 visitors per
month, who would see my ad "flipped" along with many
others). They have also declined my request for referrals
to other advertisers (indeed, it appears that the only paid
ads they have so far are for a real estate broker, a new home
developer, and a radial keratotomy (laser eye surgery)
specialist; I don't think their results would be relevant to my
practice (as an estate planning & probate attorney).
I think what your potential advertisers want to know is, how many
eyeballs are going to see their ad, and what results can they expect?
If you are charging a fixed rate per week or month, you will have a
very difficult time selling ads on a NEW web site. Advertisers
generally want to see statistics so they know that if they pay $X
per month, their ad will be seen by Y visitors. If you don't have
any traffic yet, you either need to guarantee a minimum level of
traffic (e.g. if the advertiser doesn't get 100,000 impressions this
month, then you'll extend the ad another month or until there are
100,000 visitors who see the ad).
-- Mark J. Welch (510) 847-2026 http://www.ca-probate.com/
-- Web Site Banner Ads (Networks, Brokers, Exchanges, Software, PSAs):
-- http://www.ca-probate.com/comm_net.htm
-- Web Counters: http://www.ca-probate.com/counter.htm
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