NONE: Re: ONLINE-ADS>> Surfing w/Graphics Off - Rising Trend?
Re: ONLINE-ADS>> Surfing w/Graphics Off - Rising Trend?
Kathy E. Gill (kathy.gill_at_boeing.com)
Wed, 24 Dec 1997 19:51:08 -0800
Claire Schaeffer <cschaeffer_at_provenedge.com> wrote:
Subject:
> we are not a site with a high Repeat Visitor Count
> (only 10-12%). However, the means I used for calculating possible
> caching was to take into consideration the number of people entering the
> site via side doors --guessing they had been at the site previously.
> Granted some people come through those side doors from the Search
> Engines, but checking the referrer logs, for the most part, that is not
> the case.
>
> My concerns are not really for what is happening at our site -- we don't
> sell advertising... however, we do *buy* advertising. If surfers in
> general are turning graphics off at the rate *we're* seeing, well that's
> a pretty dramatic increase in a ten month period, enough to give me
> pause, and I am curious to see what others have experienced.
Claire -- you just made a compelling case for very well written ALT
tags for the banner ads. Some other research (reported on this list?)
pointed out that banner ads do make an "impression" even when viewed
only -- that is, click-thru indicates only one type of "impression," a
call-to-action, whereas there are other effects such as brand
positioning that take place just by seeing the ad. At least with
compelling ALT tags -- the visitors can get the krux of the message.
And if you are correct -- and graphics-off is on the increase -- my gut
feeling is that this action has a direct correlation with animated,
busy, in-your-face banner ads. Can anyone read "rejection"?
Kathy E. Gill
keg_at_dotparagon.com
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