Re: ONLINE-ADS>> And another thing about "Ad flipping"

Claire Amundsen (pweb_at_provenedge.com)
Tue, 17 Jun 1997 12:53:45 -0400

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Craig Swerdloff <cswerdloff_at_cliqnow.com> wrote:

>I have never seen an empty space underneath the scorer's table
>at MSG, at least not that I can remember. Nobody seems to mind the fact
>that their ads are being rotated throughout the course of the game. So my
>question is; why do we hold the Web up to such high standards?

Others may offer some reason why the original comparison is not viable, but
rather than address the analogy, I'll offer why I will never (again)
purchase banner space on a site which practices "flipping."

Plain and simple: poor results. Consider this: two ad buys. The buys are
scheduled to run at the same time for the same number of impressions on two
comparable sites (topic, traffic, reader demographics, all comparable) --
the only real difference between the two buys is that one site practices
banner flipping, one site does not. Same ad copy/creative placed on both
sites (I should mention there was a size difference, the "flipping site"
also had smaller ad specs).

>From the first week's worth of data through the *duration* of the buy, the
non-flipping site outperformed the flipping site 15:1.

15:1.

It wasn't a scientific study, but giving all factors due consideration, the
size and manner of distribution (flipping) were the only real differences.
Given I have placed other "small" ads with success, I couldn't attribute
the poor performance to size.

So bottom line? We continued our campaign at one of the sites.

Of course, just like MSG, the flipping site still has plenty of advertisers. ;)

Claire Amundsen
Web Master
http://www.provenedge.com/a-oan.html
Proven Edge: The One-Program Software Solution for Today's Small
Business

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