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

Hal Pawluk (pawluk_at_sprynet.com)
Mon, 20 Jan 1997 17:38:32 +0000

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diece_at_mail.utexas.edu (Denice Hradisky) wrote
> To compare the frequency of ad messages in conventional media to
> a decrease in click-throughs is comparing apples to oranges.

Perfect - that's what I was trying to tell the other guy when I said:

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

> ... Just as you have
> diminishing returns in click-through rates, you also have diminishing
> returns in conventional media.

No, it's "just" not the same.

Masses of data indicate that with banner ads, response starts going down
immediately, getting lower and lower with each showing. With print
media, the results getter better and better up to some peak, then start
diminishing. I don't know _why_ this is (well, I have an idea), but it
is.

> The increase in frequency of an ad in
> conventional media does not necessarily mean greater effectiveness.
> There are ads that become more annoying and more of a turn-off the more
> they are seen.

Sure, not necessarily, but we can learn more (and earn more) from a
general rule that works than from a few specific exceptions that don't.
For the average mediocre-to-great ad (creative, content, media
selection), that's the way it works in print. On the Web, I'd guess
that the results of the first showing of a bad ad aren't high enough for
there to be any place to drop from so the 'rule' may not apply :-)

--

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


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