Re: ONLINE-ADS>> Banner Ads and Highway Robbery

Hal Pawluk (pawluk_at_sprynet.com)
Fri, 17 Jan 1997 08:26:54 +0000

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Dan Norder wrote:
> If you just run one ad, you can't expect to suddenly get responses.
> It has to build for a while.
> This should be common sense. Name recognition & being seen as a
> legit business entity both take a while to build.

I noticed your comments on my article on banner ads and am curious
about the connection you imply between building
awareness->preference->sales through advertising frequency and banner ad
click-through rates.

Because there is no connection, or if there is it's an inverse
connection.

When you run an ad in conventional media multiple times, effectiveness
increases; when you show a banner ad multiple times, the click-through
rate drops rapidly. There's a good article based on hundreds of
millions of ad views at http://cyberatlas.com/wip2.html. On average,
the first showing gets a C-T of 2.8%; by the 4th showing it's down to
1%.

> I read it, have to say the guy is being unreasonable. Only paying
> for click-throughs is a bizarre practice.

Maybe, but that's the way the industry is going. And I'd like to help
it along.

--

Hal         pawluk_at_sprynet.com
http://www.pawluk.com/    Feel free to add a link.


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