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NONE: ONLINE-ADS>> Banner Ad Rotating/Flipping
ONLINE-ADS>> Banner Ad Rotating/Flipping
Dr. Kenneth J. Henry (ken_at_trainingpros.com)
Tue, 15 Apr 1997 08:09:16 -0400
There has been an interesting discussion pertaining to banner
rotation/flipping the past few issues, and I would like to add a bit to the
mix. First, Mark Welch's point about flipping vs. rotating is well made.
Second, the idea of flipping (using Mark's terminology) can be either good
or bad for the advertiser depending on the nature of the web site itself,
but flipping is not inherently bad for the advertiser.
My site uses ad flipping due to the fact that our users spend inordinate
amounts of time on pages. We deliver online training free to our clients
and derive our income from banner ads. Many times a single user will spend
an hour on a single page in a training course module; thus, we can deliver
120 banner impressions (refreshing at 30-second intervals in a
non-resizable frame at the top of the page) to this user.
Does that fact that the users to whom the banners are displayed are
concentrating on course material detract from the effectiveness of the ads?
I don't think so. We know that the average adult attention span is about
14 minutes, so about this far into the material, the average user will want
to break for a short while (or shift attention). We encourage our users to
click-through on the ads when they want a break, so we believe we can
actually deliver a much better click-through rate than many sites. Couple
this with the fact that ads displayed on our site will be seen by the user
in the non-resizable frame at the top of the page, and we have quite an
attractive site for advertisers.
We use ADSmart to sell our ad space, and tracking impressions per page and
per advertiser has not been a problem. We can determine both where our
inventory is being sold, and where our inventory is being viewed at any
time and for any timeframe.
So, my conclusion regarding flipping banner ads is that the site will
determine its own attractiveness to the potential advertiser. We can
certainly package our offers attractively, and sell the positive points of
using our site, but ultimately the advertiser must determine that the site
offers value for advertising dollars invested.
_________________________
Dr. Kenneth J. Henry, President ken_at_trainingpros.com
Advanced Training Professionals http://www.trainingpros.com
Free World-Class Online Training
Phone/Fax 606-523-4077
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