NONE: Re: ONLINE-ADS>> Repeat Visits Versus Clicks
Re: ONLINE-ADS>> Repeat Visits Versus Clicks
Eric Ward | URLwir (netpost_at_NETpost.com)
Thu, 21 Aug 1997 17:19:40 -0400 (EDT)
On Tue, 19 Aug 1997, Preston Bealle wrote:
> Isn't the best measure of success "repeat visits" rather than clicks?
snip
> 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.
snip
Absolutely. The fundamental flaw in click-through logic
again becomes apparent (I know, I've preached this into the
hurricane for years and been abused for it). A banner on a
Web page delivers an impression regardless of the action
taken with it. This in and of itself is a victory. In
fact, I surmise that as time goes on some banners will in
fact not click through to anywhere. They will be solely
impression banners. O.K., I'll coin the term: IB's.
As difficult as it is to get quality targeted traffic to any
web site, the idea of encouraginng said traffic to leave the
site continues to amaze me. I know it's simplistic
thinking, but it's also incredibly ironic. You need to
attract enough people to your site so that you can sell
banners for it so that all those people you just attracted
can leave it...? And the way you got that traffic at your
site was by doing some banner ads yourself on somebody elses
site?
Their are some banners with an inherent unclickability.
These are the ones that will migrate towards an impression
only strategy, so that no Web site is behind it at all.
Almost every consumer product fits this category in my
opinion. If I'm at the Atlanta Braves homepage to buy some
tickets, and I see a banner for plump-when-you-cook-them
Ballpark Franks, this is an example of the unclickable
banner. I could care less about going to the BallPark
Franks homepage. I'm here for Braves tickets, and I'm
staying right here until I get what I came for. The Ballpark
Franks banner impression is still valid though, and I might
pick some up at the grocery store on the way home. That
banner is not a failure just because I didn't click on it.
If that same Braves page had a banner for a contest to win a
pair of Bushnell Sports Binoculars, that I might just click.
Better still, the hotdog company should sponsor the Bushnell
Binoculars contest...
Eric Ward
Awareness Building For Significant Web Launches and Events
- Site News Sharing With The Right People and Places
- Content Specific URL Submission Planning and Campaigns
- Clients including WIRED, Internet WORLD, ZDNet & Amazon
<> Invited Speaker, Internet WORLD New York, 1997
<> Invited Speaker, Web Advertising 98, New York
- http://www.NETpost.com -and- http://www.URLwire.com -
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