NONE: ONLINE-ADS>> Results from Alexa toolbar ad campaign
ONLINE-ADS>> Results from Alexa toolbar ad campaign
Mark J. Welch (MarkWelch_at_MarkWelch.com)
Tue, 1 Dec 1998 09:31:06 -0600 (CST)
A few weeks ago, I asked for feedback from anyone who had
run any advertising on the "Alexa toolbar" (this is a
plug-in for Netscape and MSIE which provides easy access to
contact info and also carries a "button" ad in the toolbar).
I got a few replies (thanks) and now I wanted to share my
own results from the first two weeks of my Alexa campaign.
I bought placement in the toolbar when web visitors are
viewing specific URLs, including some obvious places like
http://www.o-a.com/ (the Online-Ads subscription info and
archive site) and http://www.DoubleClick.com/ -- as well as
a few dozen other "web advertising" sites. (Note that I am
not getting ALL of these exposures -- Ad-Venture (Venture
Communications) was already running a very active campaign
against a similar URL set, and of course many other ads also
appear in rotation on the toolbar.) It's not a cheap
campaign, but I wanted to see how this unique opportunity
would perform for me.
My preliminary results, from the first ten days, are posted
at my site at http://www.markwelch.com/alexa.htm (and I will
try to update that summary each week as I get more data).
Obviously, the current data is based on an extremely small
sample size.
So far, I drew 33 clicks from 8,192 button views (88x31),
and another 6 clicks from 211 half-banner views (234x60).
This seems to confirm my expectation that most folks who use
Alexa "tune out" much of the time, and don't even notice the
toolbar ads, even when they are highly targetted to the
theme of the site being viewed. The half-banner is only
viewed when someone actively is using the toolbar to get
site information, and that helps explain the dramatically
higher clickthrough rate for the half-banner.
-- Mark J. Welch, Web Site Banner Advertising
-- http://www.markwelch.com/bannerad/
-- Ad rates: http://www.markwelch.com/bannerad/baf_spon.htm
-- (925) 462-8483 voice - Pleasanton, California
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