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

Mark Dolley (mark_at_zapworks.com)
Fri, 10 Oct 97 12:40:24 -0700

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Mark J. Welch, Esq.,markwelch_at_ca-probate.com wrote on 10/10/97 9:57 AM:

>I will jump in and disagree. Glen suggested testing a "statistically
>significant" number of banners with 2 or 3 different creatives. At
>Web Advertising '97, Ali Partovi (of LinkExchange) suggested
>that measuring the response rate for a particular banner and
>comparing it to other creatives isn't reliable until about 100,000
>adviews for each banner (and he gave some very specific
>examples of results of some campaigns)

Given LinkExchange's model, I am not surprised they reccomend large
swathes of inventory for test runs.

DoubleClick's TestIt! product seems a great idea to me, and they go with
25,000 impression runs per banner. When it comes to knowing how to please
advertisers, I'll take Doubleclick over LinkExchange.

http://www.doubleclick.net/nf/adinfo/testiset.htm

However, I would be far more intrigued to know whether agencies are
having any luck persuading their clients to pay up for focus groups to
look at banner creative, prior to testing.

I think that would be a good sign as to how mature the process has
become. Or not, as the case may be.

Mark Dolley, zapworks! | vox:(+1) 415 551 1800
=
http://www.zapworks.com | fax:(+1) 415 431 3084

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• Next message: Oliver Willis: "ONLINE-ADS>> Ads and the Thin Blue Line"
• Archive Home Page
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• Previous message: Mark J. Welch, Esq.: "RE: ONLINE-ADS>> Value of Test Banners?"
• Maybe in reply to: ghamilto_at_egghead.com: "ONLINE-ADS>> Value of Test Banners?"
• Next in thread: Steven Heath: "Re: ONLINE-ADS>> Value of Test Banners?"

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