Re: ONLINE-ADS>> Ad Banner Campaign Jam

Joe Bartling (joe.bartling_at_spiderware.com)
Thu, 6 Aug 1998 06:34:38 -0500 (CDT)

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Hi Jennifer:

You're in the quandary that most ad buyers are in. On our sites, which are
technical reference sites, such as http://www.orafans.com (for Oracle database
users) and http://www.ntfans.com (For Microsoft NT users) our average CTR for
job and career banners is about 7.75. Our 1,000,000 impression package (which
runs $15CPM) would net you out at $1.94 per click-thru. I think our site is
atypical. We don't charge $30-80/CPM and our all sites-wide CTR is higher than
most sites (4.5). Many sites (and advertisers) consider CTR of greater than
4-5 an aberration, and some consider it fraudulent, whether its verified or
not. Most broad reach sites are under 1.0 CTR.

I would feel comfortable with guaranteeing you a $/Clickthru on our sites of
$2.00 or less based on a million+ package, since I know the traffic on our site
and I know the product (banners) you are trying to promote...

More sites (like ours) are getting more savvy as to what you are trying to
achieve (low $/Clickthru) and will offer guarantees like ours, instead of just
selling space.

So my answers to your four question would be:

1) No
2) No
3) No
4) Yes, but you have to search for lower CPMs like ours.

Good luck,

Joe Bartling
mailto:joe.bartling_at_spiderware.com
http://www.spiderware.com
Builders of Virtual Communities on the Web
(703) 293-7339

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• Maybe in reply to: Jennifer Ruffin: "ONLINE-ADS>> Ad Banner Campaign Jam"
• Next in thread: Chris Carl: "Re: ONLINE-ADS>> Ad Banner Campaign Jam"

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