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NONE: Re: ONLINE-ADS>>20% and up CTR
Re: ONLINE-ADS>>20% and up CTR
Mark Dolley (mark_at_zapworks.com)
Mon, 2 Jun 97 11:43:36 -0000
>At 1:48 PM -0500 5/29/97, Sam Alfstad <answers_at_e-land.com> wrote these
>words of wisdom:
>>click-through rates are dropping.
>> We see several reasons for the decline:
>> 1.
>> The Thrill Is Gone
>> 2.
>> More Directed Traffic
>> 3.
>> Banneritis
The answer? Get them while they're young. Rather than us wizened folk
going straight to our daily infosources, advertisers need to be looking
to build loyalty right at the start. In a campaign that finished only a
month ago, we found that Levi's were getting up to and over 20%
clickthrough by putting their ads in front of the newbies that go to
cybercafes.
Truism of the day:
Banner prices for ads on content sites will decline, yet those sites will
have to spend increasingly to build loyalty amongst users. So we should
start praying for *accelerating* growth in the volume of .net usage.
Mark Dolley,
Director of Business Development, ZAPWORKS
(+1) 415 551 1800 http://www.zapworks.com
New US office! 385 8th Street, Suite 210,
San Francisco, CA, 94103, USA
"And now," cried Max, "let the wild rumpus start!"
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