NONE: Re: ONLINE-ADS>> Does Targeting increase CPM?
Re: ONLINE-ADS>> Does Targeting increase CPM?
Donna Dolezal Zelzer (djz_at_efn.org)
Mon, 17 Feb 1997 14:20:16 -0800
At 10:57 PM -0600 2/14/97, Cliff Kurtzman made this statement of rare insight:
> Believe it or not, not everyone who sees an ad banner is looking to buy the
> advertised product or service today. They may actually be on the web site
> they are visiting looking for something on that site.
>
> By placing banners on a consistent basis on sites your customers are likely
> to frequent, you creates a level of credibility in your company and
> products. You start building a relationship. When it is time for the
> consumer to make a purchase of your product, if they are familar with your
> brand and they know where they can find you, they are more likely to
> consider your offerings. But if they go back to where they saw you before
> but your banner is gone, then the relationship and sale is probably lost.\
I agree with Cliff. It's certainly how I operate as a potentional consumer.
I just may not be interested in your product/service right now. Or, even if
I am kind of interested, I could be too busy doing something else at the
time I see the banner, and not want to take the time right then to click
through.* It's nice to know that I can go back to a site and find your ad
again when i want it! (Like pickin up a back issue of a print magazine that
always carries ads for certain companies.)
*Speaking of "taking the time to click through" -- if I do, and your first
page is slow-loading, there's a very high probability I'd abort the
transfer and continue with what I was doing. I might bookmark your page, if
I can tell from your ad and whatever managed to load that it's of real
interest to me; but it not, I'll just forget about it.
Donna
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Donna Dolezal Zelzer <djz_at_efn.org>
The Online Birth Center (pregnancy, birth, midwifery, breastfeeding)
http://www.efn.org/~djz/birth/birthindex.html
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