Re: Subject: ONLINE-ADS>> True Value of Ad Space

Randall Farmer [Team 13429] (rfarmer_at_HiWAAY.net)
Mon, 14 Jul 1997 16:22:27 -0500 (CDT)

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Regarding the Adbot broker's dislike of my earlier post:

Don't get me wrong, Adbot is actually one of the sources I plan to
eventually buy ads from, specifically for its targeting power in some
areas. However, my own calculations (which are a bit too accurate, believe
me :) show that the CPTI (cost per target impression; a target impression
[by my definition] occurs whenever someone in my target market sees the
banner) is still cheaper on some of the sites on my list than it has
shown itself to be via Adbot. It's just that I get quite a few off-target
impressions along with it (which are still worth something, just less than
the target ones).

Also, my ultimate goal in buying an ad is to get a user to click -- I
haven't been in the practice of differentiating targeted click-throughs
from untargeted ones, although I've considered doing that. Other sites can
provide a cheaper cost per click-through than most have gotten from Adbot.
Believe me, I'm not fooled by low prices that aren't really
cost-effective.

To clarify, when I said I wouldn't give away where I get my deals, that's
all I meant. I wasn't at all intending to imply that it was any big
secret that there are some really cheap sites out there, just that you're
going to have to find them yourself. :)

Boy, it's my third posting and I'm already on the defensive. :(

---
Regarding a poster's disbelief about how inexpensive some of the ads were
at Adbot:

Actually, some of the sites selling space via Adbot actually can live
with those incredibly low CPMs -- some of them are selling their excess
inventory via the service, if I've heard right (I'm not at all
guaranteeing I have :). Also, you can probably expect those low high
bids to get a little bit higher as more and more advertisers join in the
auction...at least, that's what the advertisers are hoping. :->

--
Clarification of an earlier question of mine, thanks in part to my caps
lock key:

I've received one or two replies about my question on banner size and
click through, none of which answered the question so I'll provide a short
clarification here, mostly courtesy of the wonders of caps lock:

I ALREADY know that many banner characteristics other than size affect
click-through rate. What am asking is, how would SIMILAR BANNERS of
DIFFERENT SIZES compare?

---
Thanks so much for putting up with another message,

Randall Farmer
    rfarmer_at_hiwaay.net
    http://hiwaay.net/~rfarmer


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