NONE: Re:ONLINE-ADS>> Banner ads and highway robbery
Re:ONLINE-ADS>> Banner ads and highway robbery
Geoff Isaac (gisaac_at_ozemail.com.au)
Mon, 20 Jan 1997 10:34:43 +1100
Hal Pawluk wrote:
>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.
I reply:
The conventional wisdom, that increased exposure equals increased
effectiveness (or the 3+ exposure rule of thumb) is being
challenged by new analysis by Professor John
Philip Jones and Colin McDonald among others. Both researchers have
the advantage of access to pure single source data (from the USA, UK
and Germany) and their efforts are clearly demonstrating that the first
exposure to an advert on TV is the most effective. Similarly other
researchers (eg Millward Brown) have shown the same to be true for print.
Therefore the clickthru analysis is consistent with conventional media.
The first time we are exposed to an ad is the most likely that we
will respond to it.
There are heaps of reasons why clickthru alone is an inappropiate measure
of advertising effectiveness (see for details:
http://www.webwidemedia.com:80/content/vwpframe.htm)
and why it should not be used as a payment vehicle foir advertising.
Perhaps the most significant of these is that it devalues the net.
If we start accepting the clickthru model we are saying that we believe
the Net has no role as a brand building media and will always be a direct
response vehicle. Ads for grocery products, soft drinks (virtually 80%
of all advertising expenditure) will never appear on the Net as we the
industry allowed a model to develop which said an ad is only working if
the viewer clicked on the ad and visited the advertisers Web site. The
message "Drink Pepsi" does not require a visit to the Pepsi site to have
an effect.
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WEB WIDE MEDIA
E-mail: gisaac_at_webwidemedia.com.au
URL: http://www.webwidemedia.com/
Phone: 61-2-9226 7444 Fax: 61-2-9226 7411
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