Re: ONLINE-ADS>> Value of Test Banners?

Kevin Leathers (kevin.leathers_at_obgyn.net)
Fri, 10 Oct 1997 09:38:47 -0500

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Next message: Miki Dzugan: "Re: ONLINE-ADS>> Political Advertising During Election Campaigns"
• Archive Home Page
• Search
• Previous message: coulter: "ONLINE-ADS>> Where's the money?"
• Maybe in reply to: ghamilto_at_egghead.com: "ONLINE-ADS>> Value of Test Banners?"
• Next in thread: Mark Dolley: "Re: ONLINE-ADS>> Value of Test Banners?"

Glen Hamilton wrote:

> As sites have approached us about future
> advertising opportunities I've explained that it would be extremely
> helpful
> to run a "statistically significant" test .....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.

Given available inventory, this is not such an unreasonable request. If
sites are not willing to work out some sort of arrangement, maybe you
should move on for now.

> 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?

I will tell you that I have had mixed results: at one point (when we
broadcast the offer to the world) we spent much of our time running
trials for companies (books and CD-ROM under $30.00) that were not
likely to purchase space. They had nothing to loose, and we did not
necessarily know what the results would be.

I do not still offer a free trial as policy, but if it is the difference
in making someone more comfortable doing business and there is the
potential for long term business, then I surely will. I just got done
doing a trial for a major asprin inventor and it helped me to secure
business for 1998. They were very pleased with the results and this made
them very comfortable with internet advertising and interaction. For
companies that express a great deal of interest in doing business, but
not until their new budget in 1998, I have offered discounts for the
remainder of 1997 (including some product support page development, if
needed) and have given them the option to walk away from the arrangement
at the end of December with no penalties.

> 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...

The only down side to running trials is being taken advantage of, by
giving time and inventory to people that have no intention of doing
business. I'm sure this is not your intention Glen, but there is a
potential for abuse, thus sites need to be careful. This is where as
sites we need to qualify or prospects. I'm not sure why people will not
take you more seriously.--

Kevin Leathers PH:(512)451-2842 FAX:(512)377-5626
Director, Sales & Marketing OBGYN.net <http://www.obgyn.net>

--
People with GREAT MINDS talk about IDEAS
People with AVERAGE MINDS talk about EVENTS
People with SIMPLE MINDS talk about OTHER PEOPLE


----------------------------------------------------------------------
        This week's Online Advertising Discussion List sponsor:

The Internet Advertising Report provides daily columns on every aspect
of Web advertising and marketing. It is updated daily and available in
a weekly newsletter. Subscribe at: http://www.internetnews.com/IAR

-----------------------------------------------------------------------
Online Advertising Discussion List      To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/                     to online-ads-request_at_o-a.com

• Next message: Miki Dzugan: "Re: ONLINE-ADS>> Political Advertising During Election Campaigns"
• Archive Home Page
• Search
• Previous message: coulter: "ONLINE-ADS>> Where's the money?"
• Maybe in reply to: ghamilto_at_egghead.com: "ONLINE-ADS>> Value of Test Banners?"
• Next in thread: Mark Dolley: "Re: ONLINE-ADS>> Value of Test Banners?"

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.