NONE: ONLINE-ADS>> Effectiveness of Time of Day Advertising
ONLINE-ADS>> Effectiveness of Time of Day Advertising
Mark J. Welch, Esq. (markwelch_at_ca-probate.com)
Mon, 11 Aug 1997 20:04:33 -0700
After the recent debate on "time of day" advertising, I
modified my ongoing FlyCast ad campaign to only
advertise during "mainstream" web surfing hours in
California (e.g. 9am to 10pm Pacific time). My goal
was to reduce the number of impressions shown to
persons outside my geographic target market.
One result: A small but (IMHO) significant increase in
click throughs, from 0.310 percent to 0.375 percent.
A secondary result: I assume (!) that I got a
marginally higher overall percentage of California
adviews.
Disclaimers: these are "abysmal" click-through ratios, due to
the use of an ad (http://www.ca-probate.com/ep468x60.gif)
which is INTENDED to only draw people who are
actually interested in a very narrow niche subject.
(I'd love to pay someone to design a more professional ad
banner for this and another campaign, but thus far I have
not found an affordable high-quality design firm to do so.)
Further, the ads were run in a "blind buy" across many
dozens of web sites in the FlyCast network, which is a
general ad network. And these results are based on very
small runs (170 clickthroughs from 54,860 impressions run
24 hours/day vs. 150 clickthrus from 40,000 impressions
run 9am-10pm).
And finally, it's important to recognize that my ad campaign
was bid at a rate of $1 CPM, so that my ad generally was
displayed as the LAST paid adview shown to a visitor during
a web session. But the only variation I was trying to test
was the "time of day" change, and I think that's the only
change made between the first and second groups of ads.
-- Mark J. Welch (510) 462-8483 http://www.ca-probate.com/
-- Web Site Banner Ads (Networks, Brokers, Exchanges, Software, PSAs):
-- http://www.markwelch.com/bannerad.htm
-- Web Counters: http://www.markwelch.com/counter.htm
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