Re: ONLINE-ADS>> OPM

Tom Hukins (tom_at_eborcom.com)
Tue, 08 Jul 1997 19:37:17 +0100

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Leo Sheiner wrote:
>I wonder if others on this list can give me an idea of how many orders
>or leads they generally receive per 1,000 exposures? On Safe-Audit.
>this is a number which we track for our clients. In fact we track per cent
>of clicks to exposures and then per cent of orders (or leads) per click. So
>it is easy enough to see at a glance the number of orders per 1,000
>exposures. In general it seems that the score is between one sale per
>thousand and one sale per two thousand exposures. Is this good, bad
>or about right?

I can't help with any average figures, but I'd expect SAFE's OPM to be
below such levels. The model used for SAFE (host determines banners) is
very different to other Internet advertising models (client determines
banners). Also, at present, the SAFE system only has a limited selection of
banners available, so targetting is weak.

I expect you won't derive much meaningful information from such
comparisons, but I could be wrong...

Tom Hukins

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