NONE: Re: ONLINE-ADS>> Mechanical Clicks
Re: ONLINE-ADS>> Mechanical Clicks
Sam Alfstad (answers_at_e-land.com)
Thu, 29 May 1997 13:48:31 -0500
In response to Jim Waltz's question concerning verification of banner
clicks, I'd like to refer anyone interested in the subject to eland's --
http://www.e-land.com/ -- lead article this week: "The Dirty Truth About
Click-Throughs."
In our experience, which includes chronicling e-commerce, as well as
placing and tracking banners on major sites, we have found that --
regardless of "how" you count them -- click-through rates are dropping.
We see several reasons for the decline:
1.
The Thrill Is Gone
Not too long ago banners were new, and they
weren't up everywhere. It was fun -- a
different, unique experience -- for surfers to
click on a banner and be whisked to another
site. Banners were another way of
experiencing the hyperlink-magic-carpet ride
of the internet. But after going to a
few dumb, off-track sites ten or hundred times,
the experience loses its charm.
2.
More Directed Traffic
The audience characteristics of surfers have
changed. Two years ago a majority of the
people online were netheads, computer
geeks and college kids, looking for a good
time as much as anything. Now corporations
have roared online. People come online
looking for a certain site or a particular bit of
information -- they usually don't have time to
just surf around willy-nilly.
3.
Banneritis
Everyone who has been online for any length
of time has clicked on a banner and suddenly
ended up somewhere they didn't want to be.
An inane message, a slow downloading site,
jave code that crashed the browser, all kinds
of bad or irritating things can happened when
someone clicks a banner out of curiosity. As a
result, the audience is getting more
discriminating. They don't click banners
unless the offer of message is extremely
compelling for them.
If you have any additional information on this subject, or opinions, I
would enjoy hearing them. After all, making certain advertisers get
their money's worth is basic to establishing online ad revenues. It's a
worthwhile debate.
Sam Alfstad
editor
___________________________________________
e-land
http://www.e-land.com
where business runs online
_____________________________
821 East 12th Street
New York, NY 10003
_____________________________
