NONE: Re: ONLINE-ADS>> Repeat Visits Versus Clicks
Re: ONLINE-ADS>> Repeat Visits Versus Clicks
Bill Irvine (wirvine_at_wolfgroup.com)
Thu, 21 Aug 1997 11:22:41 -0400
Hi Preston...
> 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.
Are we certain "clicks" are an important measure of banner success? There's
no way to really know how effective outdoor advertising might be (unless
you measure regional sales which is usually combined with other media). Yet
billboards are a common part of many campaigns.
Web banners are very similar to billboards... hopefully, we grab the
passing surfer. A well designed banner *can* get across an effective
branding message without requiring click-throughs.
We saw a modest degree of this for a client (with a new product launch) who
initiated print, video and outdoor ads in only 12 major markets. Our
banners appeared on some key sites. While we received the number of
impressions we wanted, click-throughs were only about 2%. However... a
surprising number of "where can I buy it" requests emerged from untouched
markets (the product is a fine wine, people were asking their area
retailers and distributors). A few informal follow-ups revealed that they
saw the banner and became interested without clicking... a big surprise.
> 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.
The hard part is creating a site which encourages repeat visits. Convincing
clients to keep content fresh, entertaining and timely is often a struggle!
B i l l I r v i n e
Director Of Interactive Media
Wolf Mansfield Bolling Advertising
T h e W o l f G r o u p
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