ONLINE-ADS>> Banner performance

David Tiberio (macinsearch_at_macinsearch.com)
Thu, 02 Jan 1997 09:42:04 -0500

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online-ads_at_mailserv.tenagra.com:

A user writes:
> One reason I queried the doubleclick numbers is because I suspect a
> heavy bias towards banners placed on search engines - which may well
> be the worst place for banner advertising.

I run numerous search engines with banner advertising. I also have a top
20 list in real time which shows which sites on the search engine are the
most popular. Of the top 20, 15 of them are either from rotating banners,
from my "cool sites" list, or from links which are fixed on every page in the
menu. The other 5 (usually in the bottom 5) are from sites people search
for.

If a banner is placed at the top and also at the bottom, the top banner
gets 80% of the clicks to the bottom banner's 20% (of total banner clicks).

On an unrelated note, I have been tracking banner clicks over time. In
general, all banners have a declining clickthru ratio. This will always be due to the nature of the way it is calculated. For example, let's say we have 1
impression and 1 click. That is 100% clickthru. If the next impression is not a
clickthru, we drop to 50%. The trends show that the clickthru rate slowly declines, but is kicked up every time there is a click, then starts immediately declining again.

I only have 1 or 2 banners that are showing an opposite trend, where
they are climbing instead of falling.

dtiberio

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