NONE: Re: ONLINE-ADS>> LinkExchange
Re: ONLINE-ADS>> LinkExchange
Tony Hsieh (tony_at_linkexchange.com)
Fri, 23 May 1997 19:00:35 -0700 (PDT)
Joel Comm <jcomm_at_worldvillage.com> wrote:
> > "Internet Link Exchange Credibly claims to be the oldest and largest
> > banner exchange company, with over 100,000 participating sites and 4
> > million adviews per day (audited). [440x40,8K]"
>
> I will agree that ILE has done a tremendous job of building their associates
> program. I will agree that their banners are everywhere. And I will agree
> that they have made 400 x 40 a "standard". However...
Hi Joel,
I did not write the original message that you were responding to, but I
wanted to clarify that LinkExchange is now displaying over 5 million ad
views per day on over 100,000 active web sites.
> I do not consider their banner program a legitimate advertising tool. The
> large majority of the 100,000 are people personal home pages that can not be
> classified as worthwhile for any advertiser. There is no targeting. I have
This is not true. We have had over 2500 large and small advertisers that
have found our advertising worthwhile enough to pay for it, and targeting
*is* an option for paying advertisers. Some of our larger advertisers have
included Intuit, PC World Online, ABC Television, and Universal Studios.
> visited COUNTLESS page with four or more banner networks on the same page. It
> gets ridiculous as people are trying to pull traffic from every network they
> can. Meanwhile, the pages look pathetically overloaded with ads.
> We have experimented with ILE for over a year now. Do you know where the
> banners appear? At the bottom of a page. If they DO get a chance to
>load, the
> odds are that no one sees or cares about it anyway.
To address concerns such as the ones you've raised, we have mechanisms and
procedures in place where we deactivate accounts where the banner
placement is not effective. This way, if a site has a banner at the
bottom of a page that nobody every sees, the "impressions" earned by that
site are not counted by us.
As it turns out, the average click-thru on the LinkExchange network is
actually *higher* than those reported as the industry average.
> So while ILE is a great little novelty, I fail to see the value in real world
> advertising. And THIS is why I can not accept 400 x 40 as a true standard. I
> believe that those who are placing ads and hosting ads are primarily utilizing
> 468 x60. I would call that a standard.
While LinkExchange has over 100,000 advertisers who see the value of
participating in the cooperative barter advertising model, I'm assuming
that when you refer to "value in real world advertising" you mean paid
advertising. As I mentioned earlier, LinkExchange has had over 2500
paying advertisers who have used the 400x40 size. By comparison, Yahoo
has about 1000 paying advertisers. Obviously, Yahoo is making a lot more
money than LinkExchange. My point is simply that there are a significant
number of people that have created banners using the 400x40 size.
Tony Hsieh
tony_at_linkexchange.com
------------------------------------------
LinkExchange - http://www.linkexchange.com
217 Second Street, San Francisco, CA 94105
The Web's Largest Advertising Network
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