Re: ONLINE-ADS>> Response to Burn-Out? Maybe Not..

Randall Farmer [Team 13429] (rfarmer_at_HiWAAY.net)
Tue, 5 Aug 1997 18:19:03 -0500 (CDT)

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Well, I sort of disagree on this hypothesis that banners don't really burn
out. I do think that it doesn't really matter how old a banner is -- after
all, when a user sees a banner, there's no way to tell whether it was put
on the site an hour ago or a year ago -- although I think it DOES matter
if a user actually sees a banner more than once. DoubleClick had some info
on this (they may have bloated ad rates but they sure have some great
info), saying that their first impressions got a 2.7% CTR and it went
downhill from there. The reason behind that? Well, users who have seen the
banner before probably aren't interested, either having seen the banner
before and been uninterested, not clicking, or having been interested,
clicked on the banner and don't want to see the site again.

It's a common (mis?)conception that if something gets a high click-through
rate, it must be giving low-quality click-throughs. Well, that's true in a
lot of cases -- one banner that said "Shop Naked" got a great CTR, but
when people discovered it was just a Web shopping mall, they clicked on
their 'back' buttons just as readily -- however, I think that if the boost
is from users seeing a banner for the first time (like I said, they can't
tell whether a banner's new or old, just whether they've seen it before),
the clicks are just as qualified as any.

I think the reason behind the click increase on your banner has nothing to
do with any burn-out-related phenomenon, but instead has to do with travel
being on the minds of more people during the summer months -- of course,
you pointed that out, didn't you?

Banners selling durable goods probably would have a click decrease as more
people either have clicked on/seen the banner or downloaded/bought the
goods, although it shouldn't be a really big problem if you avoid showing
one user the banner more than once (well, if your marketing's really
successful and the portion of the people who haven't seen your banner but
do have your product is sizable, it might make a difference).

---

Okay, I know about travelersdiary.com and geocities.com -- travelersdiary
pays 20% royalies and geocities pays 0% unless you count disk space -- and
now I know about tale.com. Great list so far...anyone else know of sites
that have made it by selling ads on other people's content? More
specifically, does anyone know what they pay?

---------------------------------------------------------------------------
Randall Farmer
    rfarmer_at_hiwaay.net
    http://hiwaay.net/~rfarmer


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