NONE: Re: ONLINE-ADS>> Response rates in the UK
Re: ONLINE-ADS>> Response rates in the UK
Ieuan French (ieuan_at_iii.co.uk)
Mon, 28 Dec 1998 08:49:11 -0600 (CST)
I haven't posted to this list before so i hope this works
ok.
We publish financial sites for both the retail and
internediary markets in the UK (we also have other sites
outside of the uk). The internet is still immature here
although it is gathering pace now. The growth in the
internet here has been largely driven by business whereas I
understand it to have been driven by users on your side of
the pond.
We now have three ISP's offering free access whereas in the
past users where being asked to pay the equivalent of a
monthly mobile phone rental charge just to be online. Many
of the early adopters will no doubt continue to pay their
ISP's if they percieve an additional value. The reason I
mention this is because it is one of the factors that may
result in the UK adoption curve being differerent to that of
the US. We will have another tranche of adopters when the
telephone companies here finally provide us with cheaper
phone costs for web access. It is still a factor keeping
people offline in the UK.
So we are seeing a surge in adoption now due to free ISP's
and we will see another hopefully in the not to distant
future. This I envisgae will cause significant increases in
response rates. So I think we are some way away from seeing
a settled response rate trend in the UK.
Currently in the UK tha average ctr is reducing from +1% to
around 0.6% and falling. One of the reasons for this is
that there is more inventory to being sold at the moments
and some of the placing of ads is not as good as it could
be.
In the financial arena the average response rate for a
banner is 1% at the moment but is beginning to fall.
Banner ads are not performing as well as they did 6 months
ago, but text based links and well placed small ads (eg
100x55 pixels) placed with relevant editorial or near
relevant analysis functionality continues to receive a
response rate of up to 6.5%.
Hope this is helpful.
Ieuan French
interactive investor international
Norman House
105-109 Strand
London
WC2R 0AB
Tel: (44) 171 240 3500
Fax: (44) 171 240 3502
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