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

Sean Pfister (seanp_at_cnet.com)
Tue, 21 Jan 1997 21:00:27 -0800 (PST)

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>From: Hal Pawluk <pawluk_at_sprynet.com>

>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.

Yes, but what kind of data?

The busiest sites on the Web are search engines--sites that individuals use
because presumably they want to go someplace else. I would expect users to
show very high habituation on these sites because they're on a mission of
sorts. If significant proportions of the ad click-throughs measured in
these "masses of data" came from search sites, then the results may be
biased.

Does anyone know if DoubleClick/IPRO published a methodology? (I'm assuming
the data came from them)

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