NONE: ONLINE-ADS>> Repeated banners to same user
ONLINE-ADS>> Repeated banners to same user
Kenneth C. Jenks (mindseye_at_tale.com)
Tue, 18 Feb 1997 22:33:26 -0600
>Ken Jenks wrote:
>> When I sponsor a banner at a Web site, I really only
>>want that banner shown to each customer about three times. After that,
>>repeated exposures won't buy me anything -- the customer either has the
>>message or he's going to continue to ignore it.
Cliff replied:
>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 think it does pay to change your specific banner and its message. But it
>does not necessarily pay to change your audience.
Jenks again:
I understand what you're saying, Cliff, but I haven't seen ANY numbers to
back it up. The focus groups I've run with small numbers of people (about
100) show that only about 15% can remember the products advertised in
banners. That shoots way up to 18% with multiple exposures (five), but
doesn't increase measurably with more exposures. They almost NEVER remember
URLs (the percentage is in the noise level for 100 people).
When people want to find a site again, any user beyond the rank novice will
use a search engine. Expert users know how to use the history tools. And the
rank novice won't be able to retrace his path to find my endlessly-repeating ad.
We offer an advertising product that allows the sponsor to limit the number
of exposures for each person, or can show a different message to repeat
viewers. Our technique uses cookies, which are a long way from universal
adoption, but they work for about 85% of the users. There's no reason why
other advertisers can't offer this service as well.
-- Ken Jenks, Editor-in-chief, Mind's Eye Fiction
http://tale.com/ -- The First Web Publisher
MindsEye_at_tale.com
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