ONLINE-ADS>> Click throughs not equal

Jaffer4_at_aol.com
Wed, 12 Aug 1998 13:46:14 -0500 (CDT)

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Robert Woodard wrote:
<< My experience shows that the source of the clickthrough is VERY
important.>>

Bravo! We have found that not all click throughs are created equally. For
example, we advertised the same creative for the Stomp video in two separate
venues...one was AudioNet (now Broadcast.com) and the other inside a
"Broadway" site. Not only were the click through rates disparate (1.58% from
AudioNet...9.5% from the Broadway site)...but the orders per thousand visitors
were extremely different.

>From the general AudioNet advertising, our orders/M visitors was only 7/M
(.7%) and the Broadway site generated 45 orders/M (4.5%). Obviously the click
throughs from the more targeted medium were much more successful in
converting. Because of tests like this, we have aggressively pursued
increasing our affiliate program and soliciting sites to sell videos that
match the content of their site.

Click throughs AND conversion increase dramatically...which now seems
extremely obvious to us...but we wasted a lot of money in pursuit of the
obvious.

Jaffer Ali
www.PulseTV.com
Videos For Every Interest

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