ONLINE-ADS>> Value of Test Banners?

ghamilto_at_egghead.com
Thu, 9 Oct 1997 15:08:49 -0700

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Hello...

I'm a list lurker... in the middle of our first major web campaign.

We've been successful and are already beginning the post-mortem and
planning for the next go-round. As sites have approached us about future
advertising opportunities I've explained that it would be extremely helpful
to run a "statistically significant" test of our two to three top
performing creatives of the current campaign in order have a common
baseline to evaluate performance vs. cpm and understand what an expected
ROI could be. It makes perfect sense from my side of the desk but it is
often met with an awkward less than helpful response from the other end of
the line.

Do other sites ask for test banners? Are advertisers expected to pay for
tests? What has been the value of test banners in predicting future
outcomes?

The point is that in a major campaign we really do not need the extra
impressions from the test sites to make the current campaign successful...
but the information on how the creatives would perform on other sites would
be extremely useful in future planning, and could provide a window for
other advertisers to participate in future campaigns.

Thanks for the input.

Glen Hamilton
Internet Marketing
Egghead Computer
http://www.egghead.com
glen_hamilton_at_egghead.com

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