NONE: ONLINE-ADS>> Click-Throughs
ONLINE-ADS>> Click-Throughs
BULMASH.COM Sales (sales_at_bulmash.com)
Wed, 4 Jun 1997 11:53:20 -0800
Brad Aronson wrote about click-through variations...
> Two possible explanations:
>
> 1) Aborted clicks: inadvertent clicks as well as clicks from users who
> want to go to the advertiser's site, but abort because of download
> delays caused by traffic on the media site, their ISP or our the
> advertiser's site.
>
> 2) How sites are measuring "click-through." One of the top 25 web
> sites (in terms of traffic) recently changed their reporting. There
> was one month for which we were accidentally sent reports from both
> systems. The click-through differed *considerably* depending upon
> which report we used.
If you folks check out the Internet Movie Database this week, you'll
find a very interesting advertising method/model in the way they're
doing the promotion for "Con Air" (hitting theaters this Friday).
When you click on the "Con Air" ads, it takes you to a local page
that's a front end for the actual "Con Air" site. All the links on it
go to the Con Air site, but the IMDb is creating significant
promotional/branding activity locally before the clicker gets to the
"Con Air" site. On top of this, IMDb runs a special "Con Air" promo
where certain local links within the site switch the url from
us.imdb.com to conair.imdb.com. When pages are loaded with this base
URL, the standard Internet Movie Database pages come up the same way
as always, ads and all, but at the top and bottom of the page they have
the "Con Air" logo, and text links to the "Con Air" site, a page
with the movie's story, a page about pictures and stuff to download,
and a page where you can purchase tickets in advance.
I'm only associated with the IMDb in that I write a column for them,
so I have no info on how this was arranged or what they're being paid
for such an intensive campaign, but I can say that this kind of
willingness and technical ability (which some of don't have even when
we're willing) to work closely with the advertiser and develop
specialized campaigns that go beyond mere banners and click-throughs
is what seems to be needed nowadays.
I'd suggest you folks check it out before the promo ends (probably by
Sunday at the latest) if you're interested in seeing how they have
highly integrated the film's advertising into their site.
http://us.imdb.com
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Greg Bulmash - sales_at_bulmash.com
"Please Sir, may I have another bowl of advertiser support"
- Oliver Webtwist
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