NONE: Re: ONLINE-ADS>> Burn-Out? Maybe Not..
Re: ONLINE-ADS>> Burn-Out? Maybe Not..
Leo Sheiner (leo_at_netcomuk.co.uk)
Tue, 05 Aug 1997 10:25:59 +0100
"Ivan Weltman" <ivan_at_tudogs.com> wrote:
<snip>
>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.
<snip>
>Any comments? Who else has experience with banners that don't burn
>out.
<snip>
We started a banner 4 months ago which is still our best result banner
of five promoting the Safe-Audit Banner Network. That has had a
consistent click-through rate of 1.97%. Before anyone says well that
is not so good (our average CTR at Safe is 4.98%), the conversion
rate to a new member registration from the CTR is 6.57% providing
a 1.3 pro mille exposure conversion. That also gives us a cost of
$1.30 CPM so we are well pleased with that result. None of our other
banners even those that are new can rival that performance. That
was over an aggregated 134,000 exposures but since Safe is
growing like mushrooms 24,000 of those exposures have been in
the last four days. At present rates that banner will get over 300,000
exposures this month and I am willing to bet those stats will remain
the same.
Freeware Banner Wizard at http://www.safe-audit.com/
The fastest growing Transaction Banner Ad Network
Now 700 Hosts with 23 Million user visits per month
mailto:leo_at_global-m.com Telephone +44181 346 0770
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