ONLINE-ADS>> Banner 'Burn out'

Jonathan Miller (jmiller_at_flycast.com)
Tue, 29 Jul 1997 08:35:01 -0700

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Joe Krupa wrote:

>I'm sure that this subject has been raised before, but is there any hard
>data about the time vs. effectiveness related to banner ads? I have
>recently increased the number of banners from 1 to 6 for my web site
>http://businesspark.ipgnet.com/eldorado/ and found that the number of
>click thrus has actually decreased. Is this problem more related to
>banner distribution or site staleness?

JOE:

Web advertising banners are subject to a theory which has been called
'banner burn out'. The theory goes that there is a significant loss of
effectiveness after a single viewer has seen the same banner more that X
times. Currently it is believed that the burn out rate is somewhere
between three and four impressions. I hope this answers your questions.

Jonathan C. Miller
Jmiller_at_FlyCast.com
FlyCast Communications
http://www.FlyCast.com

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