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NONE: ONLINE-ADS>> Repeat Visits Versus Clicks

ONLINE-ADS>> Repeat Visits Versus Clicks

Preston Bealle (pbealle_at_ny.poppe.com)
Tue, 19 Aug 1997 18:51:21 -0400

Concerning the old but recently renewed subject of banner burn-out,
consider this. If someone clicks on a banner, finds a site, and likes
what they see, what do they do? Generally, they bookmark it, and/or
note the URL somewhere to revisit. If they become regular visitors to
the site, you've won the game, but they no longer are likely to click
on banners for that site. You now have a population of heavy users
and committed viewers of that site, and yet, they would not be
clickers, because they already see the site as often as they wish.

Isn't the best measure of success "repeat visits" rather than clicks?
A successful banners that pulls in a large number of repeat visitors
may appear to burn out. The more successful it is, the fewer eligible
clickers remain, because you've already won them.

Frequency of exposure is the proven tool in advertising, that's how
Procter, Colgate, Lever et al became what they are. You may not like
Charmin ads, but you sure as hell know what the brand stands for. And
yet, you wouldn't click on a Charmin banner, while still receiving a
valid impression, with all the dollar value that entails.

Preston Bealle
Director of On-line Advertising
Poppe Tyson/NY

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