Re: ONLINE-ADS>> Banner Exchanges: Not a Bad Idea . . . if targ

kulakosk_at_n-jcenter.com
Sat, 22 Feb 1997 17:42:24 +0000

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> Okay, I guess it's time for me to jump into the debate about "banner
> exchange" networks (like Internet Link Exchange). I currently have a
> pretty dreadful click-through ratio of 150:1 (or 0.66 percent) for my
> current BUSINESS banner

That click-through ratio is a direct result of the banner you are
using. Since you know the banner will be displayed "untargeted" the
banner has to be designed with that in mind. I am currently
receiving 20.6:1 using a generic banner. I feel the idea is to get
people "to the site" and then let them decide if they are interested.

> I happen to think that untargetted Banner Exchanges <snip> is a "bad idea"
> because you are wasting huge amounts of traffic by displaying ads
>to people who are 100% uninterested in what you are offering....

Since the exchange banners are free (monetarily speaking) I can't see
where it's a "waste". If you get even one valid customer the you
"win".

Jim K

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