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NONE: Re: ONLINE-ADS>> banner ad click-through study
Re: ONLINE-ADS>> banner ad click-through study
Ji Pu Kim (jkim_at_cliqnow.com)
Fri, 25 Apr 1997 10:41:30 -0400
The banner ad click-through study conducted by the University of Michigan
is an excellent attemp at providing solutions for banner ad placement;
however, there are many limitations to this study. Methodology, Sample
selection, Sample size.
*****Methodology*****
The methodology of this study, on a broad basis, is excellent; however the
study failed to control several extremely important variables that are
relevent to successful click-through rates, including:
--banner creative--were both banners static, animated, highly effective
within other sites, ect.?
--targeting--was one banner within site 1better positioned (targeted) than
the other banner within site 2?
--frequency--how many times has the site been viewed? Studies show that
after the 3rd view, click-through rates diminish exponentially.
--How many unique users were part of this test?
--what are the demograpics of the user? I'm sure click-through rates vary
by age.
*****Sample*****
The Sample is much too small and non-representative of all sites on the
Web. The two sites surveyed appear to be Entertainment-based. I would
like to see a study survey a mix of sites from differenct categories
including: sports & entertainment, news, search engines & directories,
etc--to represent the Web. And it would be nice to compare the data by
site categories, age, etc.
*****Notes / Recommendations*****
This study is great and I've sat in many focus groups that attempted to
find solutions for ad banner placement. In one focus group, respondents'
appeal to banner placement within this site varied from respondent to
respondent.
There are so many variables involved in banner advertising. This study is
one of the first of its kind to be published to the public (and I've seen
many when doing research for over 1 1/2 years at Modem Media); however, I
would not recommend using this report as a means to form your advertising
campaign.
I would like to see I/Pro analyze their data in the same manner as the
University of Michigan study. This, I believe would be a more
methodologically sound study since it would be based on trillions of data.
If anyone at I/Pro wants to do this, I'd love to help out.
Ji Kim
CLIQNOW!
(P) 212-422-1696
(F) 212-422-1760
jkim_at_cliqnow.com
http://www.cliqnow.com
"Whole-In-One Advertising"
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