ONLINE ADS>> Mechanical Clicks (decline in click-through rates)

Bob Peyser (bobp_at_webreference.com)
Fri, 6 Jun 1997 10:55:51 -0400 (EDT)

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: Donna Dolezal Zelzer: "Re: ONLINE ADS>> Direct mail postcards"
• Previous message: Chris Bertchie: "ONLINE-ADS>> Creative"

In response to concerns about a decline in click-through rates
voiced here and elsewhere, and specifically:

>Reasons for decline in CTR: poor marketing, confused message, awful
>customer service values, etc., etc., etc. The initial high rate was
>produced by people with time on their hands, mostly computer nerds.

we have decided to try a program of interspersing content banners
with paid advertising and in house promotions. We feel that if our
users get used to seeing a variety of material types, instead of
just promotional material, in a specific location on a page they
may be more likely to be open to reading and responding to it.

If there is a general interest I will report our findings a
while after we implement this.

Have any of you had experience with this model, and if so has it
affected the total click through rate on your site?

-------------------------------------------------------------------
Bob Peyser bobp_at_webreference.com
Athenia Associates voice: 313-971-7906

www.webreference.com -on PC Magazine's Top 100 Web Sites List
www.coolcentral.com -featuring Cool Central Site of the Moment
-------------------------------------------------------------------

• Archive Home Page
• Search
• Next message: Donna Dolezal Zelzer: "Re: ONLINE ADS>> Direct mail postcards"
• Previous message: Chris Bertchie: "ONLINE-ADS>> Creative"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.