ONLINE-ADS>> Impressions vs Visits

Bruce Cota (bruce_at_vivi.com)
Wed, 12 Feb 1997 10:31:50 -0500

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I run a web-based game (at http://www.vivi.com). I am
trying to determine whether to support this game (and a series like
it) through advertising or through subscriptions. I don't know much
about advertising, so I am seeking a few answers:

First of all, most of the hits to my site are generated by the
same people over and over again. Statistics I've collected indicate
that an average player accesses my home page 12 times per month.
In fact, many players are virtually inactive and many active players
access the site daily. Is this a good thing or a bad thing from an
advertiser's perspective?

My biggest question comes from the fact that an average
"home page" hit on my site generates 15 hits on other pages. If I
count impressions from the home page only, I am small potatoes to an
advertiser. But if I put a banner ad on every page I can easily
generate hundreds of thousands of impressions per month, and I'm
certain I can generate millions of impressions per month in the near
future.

So, is it appropriate (from an advertisers point of view) for 16
impressions in a row to be viewed by the same user? Is it fraudulent
in any way or will the impressions become less worthwhile to an
advertiser?

Note that I won't have many problems with caching of banners --
about half of the accesses are generated on the fly from a database
and most of the rest are generated weekly from the same database.
So the banner can be embedded by my CGI scripts.

Any advice would be appreciated.

Bruce Cota
Virtual Victories, Inc.
http://www.vivi.com

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