NONE: Re: ONLINE-ADS>> Value of Test Banners?
Re: ONLINE-ADS>> Value of Test Banners?
Chris Bertchie (chrisb_at_townhall.com)
Tue, 14 Oct 1997 10:54:10 +0000
Glen Hamilton wrote:
> 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?
Test banners are a good idea - IF the creative addresses the audience
of a site. Banners that work on one site don't necessarily work on
another site, and a test that pits apples against oranges isn't
going to make the site owners happy. In my experience, a typical
test program is one month (or 4 to 6 weeks) long, and it is a PAID
RUN. "Test" refers to setting the baseline or performance history
for the site, not "free trial".
I don't run free test programs. As competitive as online ad sales is
for small and medium sites, and as new as the internet is for many
potential advertisers, there is incentive to give a free run
in anticipation of future business. HOwever, I have paying
advertisers, and (not to sound too self righteous) I believe in fair
treatment of my customers. A "New Customer" deal is an established
method of attracting business, but a "free trial" goes too far.
Another problem I have with free trials: the exposure gained during
a "free trial" is valuable from an awareness/recognition standpoint -
but the "effectiveness" of an ad campaign tends to focus solely on
the direct response results. So while the site may be wildly
successful in establishing a product or service or image, or in
creating awareness within a desirable market segment, its value is
assessed based on immediate clicks. And then there is the question
of honor: Is the buyer really ever going to pay for something
they've tried for free, or are they just increasing their online
exposure at no charge?
Chris Bertchie, Advertising Director
TOWN HALL < http://www.townhall.com >
214 Massachusetts Avenue, N.E.
Washington, DC 20002
Phone: 202-608-6019 Fax: 202-544-7330
Email: chrisb_at_townhall.com
Online Media Kit: < http:///www.townhall.com/media_kit >
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