ONLINE-ADS>> Order conversion

Jaffer4_at_aol.com
Tue, 25 Aug 1998 09:19:26 -0500 (CDT)

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Hello one and all:

I am relatively new to this list but wanted to share an impression about
banner advertisements vs. other advertising. We are a direct marketer of
videos...having migrated to the Internet because of the vast pools of unsold
inventory (which is where we live).

We marketed Riverdance, Lord Of The Dance, and many others with TV
commercials. With that said, over the past months we have been stymied at the
ineffectiveness of banner advertising. I am not speaking of click
throughs...rather the quality of the click through. In a word, the visitors to
our sites who have clicked on from banners has been terrible compared to the
visitors who come from our affiliate network.

Some stats from 15 different banner campaigns:

Average CTR .75%
Order conversion .2% (that's 2 orders per THOUSAND visitors)
Ave. Session time :31

Traffic from our Affiliate network

Order Conversion Rate 1.2%
Ave. Session 2:11

We sell videos like South Park, X-Files, and many others in the banner. We
have tested millions of banner impressions promoting many different
titles...the results have lead us to believe that banners are a poor medium
that delivers a questionable audience.

Are we alone in this thought?

Jaffer Ali
www.PulseTV.com
Videos For Every Interest

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