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

Herman Tumurcuoglu (hermant_at_microtec.net)
Thu, 16 Oct 1997 09:49:27 -0400

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Jamie Byrne wrote:

>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 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?

I would like to know if there is anything else that goes into a
"comprehensive" report (I did not see anything else on the Web site). Does
DoubleClick offer the service (free of charge) to it's regular advertisers
(for let's say a new campaign) or do they also pay Test-It fees.

Does anyone else have a pre-test system in place? Do you charge new or
returning advertisers? what percentage of regular CPM? What is the rate of
customer retention (the test leads to a purchase of ad space)?

Herman Tumurcuoglu

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• Next message: Ivan Weltman: "Re: ONLINE-ADS>> Counting Cached Banners with MatchLogic's TrueCount"
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• Maybe in reply to: ghamilto_at_egghead.com: "ONLINE-ADS>> Value of Test Banners?"

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