ONLINE-ADS>> Burn-Out? Maybe Not..

Ivan Weltman (ivan_at_tudogs.com)
Sat, 2 Aug 1997 13:43:31 -7000

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Around 250 B.C., Chuang Tzu wrote "Listen to everyone, believe
nobody." Sound advice, it would seem, for anyone trying to understand
the Web.

The notion of banner burn-out has become an heuristic, the cure
apparently is to change one's banner frequently. Often this doesn't
work, so the cry "banner click-thru rates are declining" is heard.

Travel Web are now entering their 4th. month of banner advertising on
TuDogs. They experimented during the first month, then settled on a
banner which has run unchanged since May 30th. During June and
July the banner has had more than 60,000 visitor impressions. After a
week the banner settled down to a steady click-thru rate around 3.8%.
During the 2nd. week in July the rate started to increase and for the
past week has averaged 6.9% CTR.

Early in May we launched a new content site - International
Clipart - and after some experimentation settled on a banner for Link
Exchange which produced a CTR of 4.1% - after 16000 exposures it
still produces 4.1% CTR. While there is some daily variance
(yesterday was over 5%) week to week there is no change.

So we've developed some hypothesese.

1. Initial CTRs are inflated by the 'curious' (poor quality
click-throughs.)

2. Banners for sites selling frequently used long-life durables (such
as software applications) will experience a steady decline. The
answer here is not to change banners, but to change the sites
displaying the banners.

3. Banners for sites selling event linked durables (e.g. wedding
gifts) or non-seasonal consumables should achieve a steady CTR after
the initial drop.

4. Banners for sites selling seasonal consumables (such as travel)
will experience seasonal CTRs fluctuating around a level mean.

Any comments? Who else has experience with banners that don't burn
out.

2.
Ivan Weltman
TUDOGS: The Ultimate Directory Of Gratis Software.
http://tudogs.com

International Clipart
http://206.17.131.23

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