Re: ONLINE-ADS>> Value Of Test Banners

Jamie Byrne (jbyrne_at_doubleclick.net)
Tue, 14 Oct 1997 18:09:30 -0400

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In the discussions over the past couple of days, I think one of the
most compelling reasons for conducting test campaigns has been missed.

If your test campaign is run on a site or network of sites, and if the
site offers a comprehensive test report, the advertiser can actually
learn a lot more about the potential success of a campaign than simply
which banner received the highest click-through. (I am presuming that
this is a direct response related campaign - not a branding campaign).

A good report can begin to help the advertiser better understand WHO
is actually responding to the tested banners. Yes, tests will help
the advertiser select the highest performing creative by click-through
rates, but the reports will show where the banner performed the best
(by sites in a network or by pages in a site) and which targeting
parameters could yield the greatest results.

Does the banner perform better on entertainment sites or technology
sites? Does the banner perform better during work hours or in the
evening? Do users who work for financial companies (by SIC Code
targeting) find the banner more compelling than users who work in the
advertising industry?

It is this type of learning that will help an advertiser better
understand his/her audience, and help advertisers design future
campaigns (from both a creative AND media planning perspective) for
greater effectiveness and efficiency.

That is what I believe to be the true benefit of creative testing
programs like TestIt! (www.doubleclick.net/nf/adinfo/testiset.htm).

Happy testing!

Jamie Byrne
jbyrne_at_doubleclick.net
Online Marketing Manager
DoubleClick, Inc.
www.doubleclick.net

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